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- W2759641018 abstract "Promotion strategies were used by many companies to promote their products to theconsumers. This paper examines the consumer’ attitude on promotional mix elementswhich are advertising, personal selling, sales promotion, publicity/public relation anddirect marketing and the impact of these attitude toward consumers’ level of awarenessand purchase likelihood, without focusing on any specific products in Kuala Lumpur,Malaysia. The theoretical frameworks used in this research were Marketing Theory andTheory of Reasoned Action (TRA). Primary data were collected by using questionnaire.400 questionnaires were collected and analyzed using Correlation and Regression.Hypothesis 1 stated that there is a significant positive relationship between consumers’attitude on sales promotion and publicity and level of awareness and this hypothesis wasaccepted. Hypothesis 2 stated that consumers’ attitude on advertising, personal selling,sales promotion and publicity/public relations will influence their purchase likelihood ofproducts and it also was accepted. Hypothesis 3 stated that consumers’ attitude on directmarketing influences the purchase likelihood of products and it was rejected. One of thereasons was consumer less intention to purchase the products after go through the directmarketing (Alnawas, 2010)." @default.
- W2759641018 created "2017-10-06" @default.
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- W2759641018 date "2011-01-01" @default.
- W2759641018 modified "2023-09-23" @default.
- W2759641018 title "Promotion mix : level of awareness and purchase likelihood" @default.
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