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     Research Journal of Applied Sciences, Engineering and Technology


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

1K. Jayaraman, 2Mohammad Iranmanesh, 1Manjeet Dashini Kaur and 1Hasnah Haron
1Graduate School of Business
2School of Management, University Sains Malaysia, 11800 USM, Penang, Malaysia
Research Journal of Applied Sciences, Engineering and Technology  2013  9:2740-2747
http://dx.doi.org/10.19026/rjaset.5.4800  |  © The Author(s) 2013
Received: September 22, 2012  |  Accepted: November 02, 2012  |  Published: 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.

Keywords:

Buy-One-Get-One-free (BOGO), consumers, purchase satisfaction, repurchase intention,


References


Competing interests

The authors have no competing interests.

Open Access Policy

This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made.

Copyright

The authors have no competing interests.

ISSN (Online):  2040-7467
ISSN (Print):   2040-7459
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