Factors affecting the consumers proneness to buy 99-ends products

• Main Authors: Chin, T. A., Govindasamy, U., Sulaiman, Z., Tat, H. H.
• Format: Article
• Published: American Scientific Publishers 2016
• Subjects: HD28 Management. Industrial Management
• Online Access: http://eprints.utm.my/id/eprint/71822/; https://www.scopus.com/inward/record.uri?eid=2-s2.0-85011964850&doi=10.1166%2fasl.2016.8099&partnerID=40&md5=aad1059ea587dab6543efec1b929a577

This paper aims to explore the utilitarian and hedonic factors in affecting the consumer proneness to purchase 99-ends products. Utilitarian consumption is generated on the basis of satisfying a functional or sensible need. The utilitarian factors include savings, quality and convenience. On the oth...