Awareness and usage of promotional tools by Malaysian consumers: the case of low involvement products

Abstract

PurposeTo evaluate the awareness and behaviours of Malaysian consumers towards sales promotional tools such as, coupons, price discount, free samples, bonus packs, and in‐store display in the purchase of low involvement products.Design/methodology/approachThe paper also recognises that certain demographic factors such as education and income of consumers could potentially confound the observed relationships hence, these factors were controlled. A total of 312 consumers in Kota Kinabalu, Malaysia were surveyed using a structured questionnaire.FindingsThe results show that price discounts, free samples, bonus packs, and in‐store display are associated with product trial. Coupons do not have any significant effect on product trial.Research limitations/implicationsOnly one category of product was considered. None were high involvement so these need further research.Practical implicationsGreate understanding of how Malaysian customers respond to the various sales promotions therefore increased alitity to pich the appropriate promotional miso.Originality/valueThe level of education appears to have no bearing on consumers’ preferences.