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2013 (Vol. 5, Issue: 09)
Article Information:

Consumer Reflections on “Buy One Get One Free” (BOGO) Promotion Scheme-An Empirical Study in Malaysia

K. Jayaraman, Mohammad Iranmanesh, Manjeet Dashini Kaur and Hasnah Haron
Corresponding Author:  Mohammad Iranmanesh 

Key words:  Buy-One-Get-One-free (BOGO), consumers, purchase satisfaction, repurchase intention , , ,
Vol. 5 , (09): 2740-2747
Submitted Accepted Published
September 22, 2012 November 02, 2012 March 20, 2013
Abstract:

“Buy One Get One free (BOGO)” is one of the common schemes of sales promotion of products and is widely used throughout the world. In the recent past, BOGO scheme has gained momentum and popularity among the consumers. The present study includes 111 respondents in Malaysia, who have experienced in purchasing products under BOGO scheme. The relationship between the purchase satisfaction of the respondents and their repurchase intention on BOGO scheme is investigated in this study. Out of 111 respondents, 47 (42.3%) were highly satisfied on making purchase under BOGO scheme and 52 (46.8%) have repurchase intentions. The results obtained from the study ascertains that consumers in Malaysia give more importance to the attributes like value added products and quality and therefore the businessmen engaged in BOGO scheme may focus on these attributes to boost their sales. Based on the purchasing experience of the respondents, 59.5% favor attractive packaging as the most significant factor for repurchase intentions on BOGO promotion scheme. Further, the study signifies that BOGO scheme is genuine in promoting sales and the businessmen involved in this scheme are highly ethical.
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  Cite this Reference:
K. Jayaraman, Mohammad Iranmanesh, Manjeet Dashini Kaur and Hasnah Haron, 2013. Consumer Reflections on “Buy One Get One Free” (BOGO) Promotion Scheme-An Empirical Study in Malaysia.  Research Journal of Applied Sciences, Engineering and Technology, 5(09): 2740-2747.
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ISSN (Online):  2040-7467
ISSN (Print):   2040-7459
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