TY  - JOUR
AB  - This research evaluates the impact of sales promotional tools, namely coupon, price discount, free sample, bonus pack, and in‐store display, on product trial and repurchase behaviour of consumers. In addition, the moderation role of fear of losing face (or embarrassment) on the relationship between the sales promotional tools and product trial was examined. The sample points for the research were supermarkets in Kota Kinabalu, Malaysia. A total of 420 randomly selected customers were surveyed using structured questionnaire, out of which, 312 usable responses were received. The results of data analysis show that price discounts, free samples, bonus packs, and in‐store display are associated with product trial. Coupon does not have any significant effect on product trial. Trial determines repurchase behaviour and also mediates in the relationship between sales promotions and repurchase. Fear of losing face significantly moderates the relationship between in‐store display and product trial. Details of the findings and their implications are discussed.
VL  - 17
IS  - 1
SN  - 1355-5855
DO  - 10.1108/13555850510672278
UR  - https://doi.org/10.1108/13555850510672278
AU  - Oly Ndubisi Nelson
AU  - Tung Moi Chiew
PY  - 2005
Y1  - 2005/01/01
TI  - Customers behaviourial responses to sales promotion: the role of fear of losing face
T2  - Asia Pacific Journal of Marketing and Logistics
PB  - Emerald Group Publishing Limited
SP  - 32
EP  - 49
Y2  - 2024/04/19
ER  -