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Factors affecting the consumers proneness to buy 99-ends products

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
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 13:39
Last Modified:16 Nov 2017 13:39

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