To determine the relationship between sensory marketing and impulse buying behavior on general merchandises among Generation Z in Malaysia
This study employs quantitative research methods to examine the correlation between impulse buying behaviour and sensory marketing in the general retail industry, with a specific emphasis on Generation Z customers. The study utilises a well-organised questionnaire to collect data from 386 participan...
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| Main Authors: | , |
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| Format: | Final Year Project / Dissertation / Thesis |
| Published: |
2024
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| Subjects: | |
| Online Access: | http://eprints.utar.edu.my/6938/1/2100460_Law_Sze_Yin.pdf http://eprints.utar.edu.my/6938/ |
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