Chin, T. A. and Govindasamy, U. and Sulaiman, Z. and Tat, H. H. (2016) Factors affecting the consumers proneness to buy 99-ends products. Advanced Science Letters, 22 (12). pp. 3991-3994. ISSN 1936-6612
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Abstract
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 other hand, hedonic is an experiencebased consumption which includes value expression, entertainment and exploration. The usage of 99-ending price by retailers is of great importance as a promotional technique. As such, this paper contributes to a greater understanding of the usage of 99-ends pricing from both the consumers and retailers perspective.
Item Type: | Article |
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Uncontrolled Keywords: | 99-ends products hedonic utilitarian |
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
Divisions: | Management |
ID Code: | 71822 |
Deposited By: | Narimah Nawil |
Deposited On: | 16 Nov 2017 05:39 |
Last Modified: | 16 Nov 2017 05:39 |
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