Apparel Impulse Buying Intention : A Comparison between Public and Private University Students
The sales volumes positively increase results by the impulse purchases as this consumer behavior happen at the stage of unplanned and immediate purchases and derived by internal and external factors. Thus, this research purposely to study the relationship between factors that influence public and p...
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| Main Author: | |
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| Format: | E-LPTA |
| Language: | English |
| Published: |
Universiti Malaysia Sarawak (UNIMAS)
2014
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| Online Access: | http://ir.unimas.my/id/eprint/25586/1/Apparel%20Impulse%20Buying%20Intention%20ftext.pdf http://ir.unimas.my/id/eprint/25586/ |
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| Summary: | The sales volumes positively increase results by the impulse purchases as this consumer behavior happen at the stage of unplanned and immediate purchases and derived by internal and external factors. Thus, this research purposely to study the relationship between factors
that influence public and private university student’s apparel impulse buying intention. Besides that, it intends to identify the relationship between the attitudinal factors with the university’s student towards their apparel impulse buying intention. The scope of this study is focused on Universiti Malaysia Sarawak (UNIMAS) as the public university while Swinburne University as the sample of private university. A quantitative technique was used to collect data in this study and a total of 376 questionnaires were distributed among both
universities’ students. The analysis of regression showed that significant between factors as hedonic desires, floor promoting, mannequin displays, and promotional activities in influences students to having the impulse buying intention of apparel. Meanwhile, the t-test
analysis found that there was no significant difference between UNIMAS and Swinburne students towards impulse buying intention. Therefore, the study provides information of the factors should be considered as the fundamental components of strategic marketing plan to
support and generate more sales and profit and extended the company or sore sustainability within the industry. Last but not least, this study also suggests the deep understanding to retailers and marketers about the factors that contribute to influencing consumers’ impulse
buying intention and behaviors. |
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