Table of contents

Table of contents................................................................................................................11.0 Introduction: Broad Statement of the Research Problem.......................................22.0 Background of the Study and Research Problem.....................................................33.0 Research Objectives.....................................................................................................4

3.1 To identify the amount of consumers who think promotional tools are useful in saving money...............................................................................................................43.2 To evaluate whether a favourable attitude towards the tools would lead to product trial..................................................................................................................43.3 To determine the level of tools’ awareness as a moderating factor towards product purchase and trial............................................................................................43.4 To examine which promotional tools are the most effective in inducing product trial and purchase............................................................................................5

3.5 Research Plan - Diagram 1 (Malhotra et al, 2004)........................................64.0 Justifications of the Study...........................................................................................75.0 Literature Review........................................................................................................86.0 Research Framework and Hypotheses......................................................................97.0 Research Methodology..............................................................................................11

7.1 The sampling Design Process..............................................................................117.2 Method of data collection....................................................................................127.3 Research instrument.............................................................................................127.4 Method of processing and analysis......................................................................13

8.0 References...................................................................................................................159.0 Research budget.........................................................................................................1710.0 Questionnaire...........................................................................................................18

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Research proposal title:Impact of promotional tools on product trial with

attitude and awareness of tools as moderating variables

A Klang Valley Study

1.0 Introduction: Broad Statement of the Research Problem

We propose to investigate how close (if any), the relationship is between the

impact of promotional tools upon product trial. There has been much research in this

broad field of consumer responses to sales promotions (e.g. Bawa and Shoemaker,

1987,1989; Huff and Alden, 1998; Gupta, 1993, as cited in Ndubisi and Chew, 2006, and

Shi, Y.Z. et al, 2005). However, there has been no study specifically on the direct impact

of promotional tools such as coupons, personal selling, value packs, ‘buy one, free

one’, and loyalty or point-accumulating cards upon product trial among Malaysians,

particularly Klang Valley consumers. What makes this research even more unique is the

inclusion of consumer attitudes and their awareness of the above-mentioned promotional

tools as moderating variables to the study.

The purpose of this research is to shed more light onto this study area that has

different results and applications, across the various nations around the globe. There has

been much research carried out on Western consumer markets, less of Eastern consumer

markets, and even less so in Malaysia in particular. We have chosen to focus on Klang

Valley particularly as it has the most dense population and bustling retail environment in

Malaysia. We aim for this research to come useful for firms to determine which

promotional tools are most efficient to adopt, how significant the impact of each

promotional tool is to product trial - substantiated by statistical evidence - that will also

help prove the differences between the impacts of different promotional tools on product

trial. Therefore, this research will explore, calculate, analyze and explain the relationship

between promotional tools and product trial, with the attitude of consumers as well as

their awareness of the tools, as acting moderating factors.

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2.0 Background of the Study and Research Problem

As much research has focused on coupons and price discounts, other equally

important promotional tools such as personal selling, value packs, ‘buy one free one’ and

loyalty cards, have been in want of more research coverage, especially their applications

in Malaysia. All these tools, save personal selling, are the most widely used sales

promotional tools in the grocery products industry. This research does not limit itself to,

but focuses on retail grocery outlets or the grocery products industry because it carries

many low involvement products (LIP), which, according to Ndubisi and Chew (2006),

are believed generally, to be more responsive to promotional tools compared to high

involvement products.

Due to the emergence of more and more retail grocery outlets, competition has

stiffened, and managers of especially major retail grocery outlets have had to use

promotional tools to develop competitive advantage and maintain or improve market

share (Rowley, 1998). These promotional tools can be price oriented such as coupons,

and non-price oriented such as loyalty cards. The price-oriented tools are recognized for

their usefulness in inducing product trial and increasing relative market share (Lee,

2002). Non-monetary tools like loyalty or point-accumulation cards (e.g. J-card from

Jusco, Topshop card, Sen-Q and Bonuslink) are effective because most card holders are

loyal to the card and all the brands affiliated with it, as the cards provide incentives to the

card holders to have repeat purchases and stay loyal to the brand, because reward points

are earned according to shopping frequency (Mauri, 2003). Moreover, if the company is

successful in creating consumer awareness towards the tools, consumers may form

favourable attitudes towards the products and hence form intention to purchase the

product in greater amounts (Shimp, 2000). Usually, expenditure on promotional tools

account for a quarter of the marketing budget, asserting its significance (Honea and

Dahl, 2005).

The marketing research problem is derived from the management decision

problem and it is the duty of the marketers to first find out what information is needed in

order to determine the management problem, before it can be solved. In this case, the

marketing research problems or questions are:

1. Which promotional tool is the most effective in inducing product trial and purchase?

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2. Do consumers have favourable attitudes towards these promotional tools?

3. How aware are the consumers of these promotional tools?

4. Do the consumers respond to the promotional tools positively to the extent it induces

product trial/purchase? Which ones specifically, to what degree are they effective, and

why?

3.0 Research Objectives

3.1 To identify the amount of consumers who think promotional tools are useful in saving money.

The proportion of consumers who have tried to save money using promotional tools

will inform and recommend it to other friends, indirectly promoting the product and

increasing brand awareness..

The company, which develops the most successful or effective

promotional tool mix, will beat the other competitors and own majority market share.

3.2 To evaluate whether a favourable attitude towards the tools would lead to product trial.

Customers who have favourable attitudes towards the tools are likely to purchase or

try out the products on promotion.

The tri-component attitude model (cognitive, affective, behavioural) represent three

different stages which can be conceptualized to show an integrated picture of how the

consumers respond towards the tools (Laroche, 2003).

Most of the promotional tools tend to focus on the behavioural stage because it leads

to actual product purchase and trial (Shi, Cheung and Prendergast, 2005).

3.3 To determine the level of tools’ awareness as a moderating factor towards product purchase and trial.

According to the tri-component attitude model, a consumer must firstly be aware of

the tools, which is represented by the cognitive stage, and only then can the consumer

develop the “affective stage” or feel towards the product and finally purchase it.

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The tools’ awareness is one of the most crucial factors in accelerating and changing

purchase behaviour.

3.4 To examine which promotional tools are the most effective in inducing product trial and purchase.

Among the promotional tools chosen are coupons, personal selling, ‘buy 1 free 1’ and

loyalty cards. All these promotional tools are used heavily as incentives for product

trial (Liao,2006).

The consumers’ evaluation of the tools is based on how successfully it manages to

induce them into purchasing the product (be it switching brands, new product trial or

even buying more quantities of the same item). This evaluation is measured through

the Likert scale system in the questionnaires.

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Management decision problem

Definition of the problem or opportunity

Marketing research problem

2. Development of an approach to the problem

3. Research design formulation

Establish research costs

4. Fieldwork or data collection

5. Data preparation and analysis

6. Report preparation and presentation

Management decision making

ClarificationEvaluation and monitoring

Revise

3.5 Research Plan - Diagram 1 (Malhotra et al, 2004)

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4.0 Justifications of the Study

Diagram 2: Marketing Strategy Justification

Outcomes of the Study

Summary of the Implications of the study to Management Decision-Making in Marketing Strategies

and the Designation of Marketing Mix

Most effective promotional tools 

Get to know the current level of perceived effectiveness of most used and least used promotional tools

Understand how the effective promotional tools work in order to attract consumers towards product trials and purchase.

Allows for examination on effectiveness of past& current promotional tools by referring to past research, conducting research on current promotional tools and comparing.

Purchase and trial patterns (single usage, multiple, trial) 

To decipher necessary steps needed to increase the purchase frequency and change the minds of single use consumers to increase repeat purchase or trial by using promotional tools..

 To reward the current customers using reward points or coupons according to their purchase amount and hence turn them into loyal customers.

 To determine rate of trial usage and how to transform trial into adoption and long-term usage

Consumer attitude  

Enable management to emphasize on tools that need more improvement or change and thus positively change the consumers’ attitudes toward the tools and the products.

Understand consumer attitudes better, hence allowing for better prediction of future purchase behaviour .

Comprehend the consumer’s attitude in a better perspective so that the management can satisfy them by adjusting or tailor-making the promotional tools according to their needs and demands.

Level of awareness of the consumer towards promotional tools

 Investigate current level of tools’ awareness of the consumers so that the management can increase the awareness of the tools by employing more advertising through mass media.

Identify certain promotional tools (unpopular, costly/ ineffective) to be eliminated, so new and more popular tools such as loyalty card (in higher demand) can be added into the Promotion and marketing mix.

Degree of Satisfaction

Predict future behaviour of consumers towards product purchase and product trial.

 

Find out customer’s favourite tools – the ones that we need to place more emphasis upon, expand tool usage, invest more money

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5.0 Literature Review

Promotion is one of the key 4Ps in the marketing-mix (Kotler, 2000), and is

concerned with making the customers aware of the organization’s products offered

(Rowley, 1998). Sales promotion like coupons, ‘buy one, free one’, and value packs,

according to Shimp (2003), is basically any incentive used by a firm to induce the trade,

and/or consumers to buy a brand, as well as encourage the sales force to aggressively sell

it. Other promotional incentives such as loyalty cards and personal selling are used to

encourage desired behaviours from consumers such as loyalty, higher frequency of

purchase or repeat purchase, or more money spent in that particular store (Mauri,2002;

Bellizzi and Bristol, 2004).

Generally, sales promotion tools are more short-term oriented and capable of

influencing behaviour (Ndubisi and Chiew, 2005). Specifically, sales promotion tools

which are price oriented particularly such as coupons increases brand awareness, market

share, encourages brand switiching as well as induces product trial usage (Lee,2002).

Shea (1996, as cited in Lee 2002) compares non-price promotions’ use instead, like

loyalty cards which are adopted for their ability to meet longer-term objectives such as

increasing brand loyalty, enhancing brand image and brand associations. Furthermore,

non-price promotions are framed as “gains” whereas price-oriented promotions are

perceived as “reduced losses”. Lee suggests that managers (especially in the competitive

retail grocery industry) use price-oriented promotions more because they are concerned

more with short-term pressures compared to building the brand’s long term health.

Moreover, Kahneman and Tversky (1979, as cited in Lee,2002)’s prospect theory states

that people generally place more importance on avoiding losses than seeking gains. Shi et

al (2005) however, posit that coupons are favoured less by consumers, compared to price

discounts and in-store displays because they require greater involvement, and contrary to

Lee’s observation of managers’ preferences, are relatively less effective in product trial

and brand switching.

Loyalty cards besides having the motive of repeat purchase and brand loyalty,

also serves the purpose of tracking consumer purchase histories as well as creating a

customer profile database to better meet the demands of their customers (Bellizzi and

Bristol, 2004). However, Mauri (2003) had come to the same conclusion as Bellizzi and

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Bristol, that is, that not all subscribers to a loyalty card are all even card-loyal. They

found that these loyalty card holders had many ‘loyalty’ cards. Bellizzi and Bristol (2004)

found that both card usage and card ownership are inversely related with supermarket

loyalty, and that card users were actually less likely to be loyal supermarket shoppers.

Personal Selling is “face-to-face interactions with one or more prospective

purchasers, for the purpose of making sales’ (Rowley,1998,p.384), particularly famous in

business-to-business marketing. Kim and Merrilees (1998) put deeper meaning to

personal selling, as they attribute it as an important tool for relationship marketing. They

find that consumers are increasingly turning to salespeople as a source of information and

reliability, more applicable to medium and high-price retail firms, compared to low

involvement products.

Buy-One-Free-One offers may be offered at the regular price, thus adding value

to the product – persuading consumers to buy the product because an additional amount

is given free of charge (Shi et al, 2005). It is also used to trigger unplanned purchases

(Inman et al.,1990, as cited in Laroche et al.,2003). However, further researched showed

that it only proved most effective in stockpiling, but least effective in product trial usage.

Value packs are considered similar to Buy-One-Free-One offers as it gives more value

compared to the usual retail package.

6.0 Research Framework and Hypotheses

The frame work design of this research falls under conclusive research design, in

particular descriptive research; as it is known that descriptive research examines the

consumer’s characteristics (Malthora et al., 2004, p.65), such as the influence of attitudes

and tool awareness on the impact of promotional tools on product trial. The conclusive

research is going to be used in order to determine the relationship between the five

independent variables (promotional tools) and the dependent variable(product trial) with

the moderating variables of consumers’ affective attitudes and awareness. The descriptive

design is divided into cross-sectional and longitudinal designs. This research will use the

cross sectional study as it is the most frequently applied descriptive design in marketing

research. Furthermore, the research entails collecting data from the target population once

only.

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Diagram 3: Research Framework

The following hypothesis for the study was developed based on the preceding review of

literature.

H1 : There is a significant positive relationship between “Coupon” and product trial.

H2: There is a significant positive relationship between “Personal selling” and product

trial.

H3: There is significant positive relationship between “Value pack” and product trial.

H4: There is significant positive relationship between “Buy 1 free 1” and product trial.

H5: There is significant positive relationship between “Loyalty cards” and product trial.

CouponPersonal SellingValue PackBuy 1 Free 1Loyalty cards

Product Trial

Attitudes Awareness

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7.0 Research Methodology

7.1 The sampling Design Process

There are five steps in this process; they are to define the target population, determine the

sampling frame, select sampling technique(s), determine sample size, and execute the

sampling process (Malthora et al, 2004, p. 226).

1. Determine the target population - It must be identified precisely otherwise the results

would be misleading and ineffectual. The research target population are those who

patron the major retail grocery outlets, hypermarkets and supermarkets and malls

throughout the Klang Valley.

2. Determine the sampling frame –this in turn, is used to identify the target population.

Sampling error will arise if there are elements that are irrelevant or not related to the

list of population elements. Based on the determined target population, the sampling

frame is limited to people who particularly shop in the various Giant, Tesco, Jaya

Jesco, Carrefour and Makro outlets throughout the Klang Valley.

3. Select sampling technique – We have chosen judgmental sampling which is a Non-

probability sampling technique, where we select people who happen to be at the

right place at the right time – selection process is at the discretion of the field

worker.

4. Determine the sample size – In this research, the sample size would be 150 people, 75

females and 75 males are targeted. The survey would be done through handing out

questionnaires to be filled in, as well as a brief face-to face interview to clarify any

doubts in the questionnaires. We predict the respond rate to be 90% - 100% of the

targeted sample size of 150. Unfortunately, due to time, financial and manpower

constraints, the sample size is limited to that small amount.

5. Execute the sampling process – Performing the actual survey with all the above

mentioned steps in full view.

The judgmental sampling technique will be performed at the aforementioned central

locations. The advantages of this is that of low cost, time efficiency, and plenty of

samples to pick from due to the good flow of people traffic. The processing of

information will also be faster due to everything already being documented on the

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questionnaires. It also means that face to face communication between interviewer and

respondent is enabled, which means that the interviewer can screen the most suitable

respondents, and has the chance to pick up more samples should the ones already

collected be faulty (Malhotra et al, 2004, pp. 224-232).

7.2 Method of data collection

The data that is collected in this research is mainly primary data (Shi, Y Z., et al, 2005),

in the form of first-hand data collection questionnaires (survey) but is also backed up by

secondary data such as research and journals spanning the past 10 years. The primary

data in the survey method will be narrowed down to mall intercept. This research will use

mall intercepts because it is less time-consuming and more cost-saving than home

interviews. On the other hand, the research is carried out to analyze how promotional

tools influence consumers’ product trial with the moderating factor of attitude and

awareness of the tools. The research also needs a clear requirement and identification of

the six W’s which are Who, What, When, Where, Why and the Way of the research

(Malhotra et al., 2004, p.65 and p.66).

7.3 Research instrument

Data collection of this research is being collected via questionnaire. The questionnaires

are to be distributed inside the hypermarkets, grocery stores and shopping area, with

particular focus on people who are sitting down for a meal or resting so chances of good

response are better. The questionnaire itself is modeled after and adapted from various

sources. “Buy 1 free 1” and coupon surveys are adapted from Shi T Z., (2005); Loyalty

card is adapted from Mauri C., (2003) and Bellizzi & Bristol, (2004); whereas personal

selling and value pack surveys were adapted from Ndubisi and Chew (2006). A seven

point Likert scale, ranging from 1(strongly disagree) to 7(strongly agree) is used as our

constructive dimensions (Ndubisi & Chew, 2006). The measurement of the impact of

each promotional tool on product trial will be shown in the questionnaire attached to this

research proposal.

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7.4 Method of processing and analysis

The method of processing and analyzing the data of the impact of promotional tools on

product trial is as follows (Malhotra, 2004, pp. 254-262):

Questionnaire checking: involves reviewing all questionnaires for full completion

and interviewing quality. It is to be inspected to determine its viability and

applicability for use in the study.

Editing: involves reviewing questionnaires with the objective of increasing data

accuracy and precision. It consists of screening questionnaires to identify

illegible, incomplete, inconsistent, or ambiguous responses.

Coding: is the process of grouping and assigning numeric codes to the various

responses to a particular question. It allows the transfer of data from the

qualitative nature of the answers in the questionnaire to numerical, quantitative

data in the computer.

Transcribing: involves transferring data from the questionnaires or coding sheets

on to electronic devices whereby the data is transferred by using mark sense

forms, optical scanning, or computerized sensory analysis.

Descriptive Analysis: It is the transformation of collected data into a summary

format that will make data easily understandable and interpretable. Descriptive

analysis is the foundation for subsequent analysis. Examples include calculation

of averages, frequency distributions, mean, median, standard deviation and

percentage distributions.

Inferential Analysis: This is used to make presumptions about the characteristics

of the target population based on the results generated by the sample data.

Inferential statistics include hypothesis testing and estimating true population

values based on the sample information collected.

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Associative Analysis: It examines if and how two variables are related. For

instance, can the promotional tools induce consumers to trial purchase? Basic

associative analysis methods used in marketing research are cross-tabulations and

correlations.

Graphic representation of data: is used to present data to provide a clearer picture

of the research findings. This explains the cross-tabulation and statistical analysis

to help us identify important findings. Graphs are the best way to show our

findings to the firm’s management, whereby the most commonly used data

graphics are bar charts and pie charts.

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8.0 References

Journals

Bellizzi, J.A. and Bristol T. (2004), “An assessment of supermarket loyalty cards in one

major US market”, Journal of Consumer Market, Vol. 21, No. 2, pp. 144-154.

Honea, H. and Dahl, D.W. (2005), “The Promotion Affect Scale: Defining the Affective

Dimensions of Promotion”, Journal of Business Research, Vol. 58, pp. 543-551.

Kim, S.F. and Merrilees, B. (1998), “Cultural Values and Personal Selling, a comparison

of Australia and Hong Kong’s retailers’ promotion preferences”, International Marketing

Review, Vol. 15, No. 4, pp. 246-256.

Laroche, M. et al. (2003), “A model of consumer response to two retail sales promotion

techniques”, Journal of Business Research, Vol. 56, pp.513-522.

Lee, C.W. (2002), “Sales promotion as strategic communication: the case of Singapore”

Journal of Product and Brand Management, Vol. 11, No. 2, pp.103-114.

Liao, S.L. (2006), “The effects of non monetary sales promotions on consumer

preferences: The contingent role of product category”, The Journal pf America Academy

of Business, Cambridge, Vol.8, No.2, pp. 196-203.

Mauri, C. (2003), “Card Loyalty: A new emerging issue in grocery retailing”, Journal of

Retailing and Consumer Services, Vol. 10, pp. 13-25.

Ndubisi N. O. and Chew T M. (2006), “Awareness and usage of promotional tools by

Malaysian consumers: the case of low involvement products”, Management Research

News, Vol.29 No. 1/2, pp. 26-40.

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Ndubisi N. O. and Chew T M. (2005), “Customers behavioural responses to sales

promotion : the role of fear of losing face”, Asia Pacific Journal of Marketing and

Logistics, Vol.17 No. 1, pp. 32-49.

Rowley, J. (1998), “Promotion and marketing communications in the information

marketplace”, Library Review, Vol. 47, No. 8, pp. 383-387.

Shi, Y.Z., Cheung K.M. & Prendergast, G. (2005), “Behavioural response to sales

promotion tools, A Hong Kong study”, International Journal of Advertising, Vol. 24, pp.

467-486.

Textbooks

Kotler, P. (2000), Marketing Management, Prentice-Hall International, London, United

Kingdom.

Malhotra, N.K., Hall, J., Shaw, M. and Oppenheim, P. (2004), Essentials of Marketing

Research: An Applied Orientation, Pearson/Prentice Hall, New South Wales, Australia.

Shimp, T.A. 2000, Advertising promotion, supplementary aspects of Integrated

Marketing Communications, 5th edition, The Dryden Press, United States.

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9.0 Research budget

Estimated Budget for Research  

  RMRespondent Incentive 2Printing/photocopying costs 0.10Total RM 2.10No. of respondents 150Estimated amount RM 315

Diagram 4 : Research Budget

By the time of distributing the questionnaires to the shoppers particularly at the

shopping mall or retail grocery outlet, we will need to provide incentive in the form of a

small gift or a bottle of mineral water to each respondent in order to encourage them to

fill up the questionnaires as well as possible. It is estimated that each respondent

incentive will cost roughly RM 2.

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10.0 Questionnaire

Marketing Research Methods, MKW2420

We are conducting this survey as an aid for our market research on “Impact of promotional tools on

consumer’s attitudes toward the product/product trial”. This survey is carried out purely for academic

purposes as required in this course. The results will not be revealed to persons other than the researchers

and the examiner for purposes of examination only.

PLEASE ANSWER BY MARKING [X] AT ONLY ONE OF THE BOXES BELOW, UNLESS

INDICATED OTHERWISE.

Section 1 : Accessibility

1) How frequently do you grocery shop (times in a week)? ______ times in a week If others, please specify (once a fortnight etc.) ____________________________

Section 2 : Expenditure 2) How much do you spend on average, on each shopping trip to a retail grocery outlet (eg: Tesco, Carrefour, Giant, TMC)?____________________

3)What is your usual mode of payment?[ ] Cash[ ] Credit card

4) How many promotional tool sales items do you use or purchase, on average, on each grocery shopping trip?Personal Selling[ ] Never[ ] One or Two[ ] Three or four[ ] Five and above

Coupons[ ] Never[ ] One or Two[ ] Three or four[ ] Five and above

Loyalty card[ ] Never[ ] Rarely[ ] Sometimes[ ] Always

Value pack[ ] Never[ ] Rarely[ ] One or Two

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[ ] Three or more

Buy 1 free 1[ ] Never[ ] Rarely[ ] One or Two[ ] Three or more

Section 3: Ranking of promotional tools5) Please rank the following promotional tools by ranking number 1 as the most money-saving tool, to number 5 – the least money-saving tool.[ ] Personal selling[ ] Coupon[ ] Value pack[ ] Buy 1 free 1[ ] Loyalty card

6) Which promotional tool is more familiar to you, please rank them from 1(most familiar) to 5(least familiar)[ ] Personal selling[ ] Coupon[ ] Value pack[ ] Buy 1 free 1[ ] Loyalty card

Section 4 : Awareness of promotional tools (adapted from Shi, Y.Z. , Cheung, K.M. and Prendergast, G. (2005)1=strongly disagree, 7= strongly agree7) Personal Sellinga. Personal selling has led me to buy another brand which I do not regularly buy.

1 2 3 4 5b. Personal selling has led me to buy the product earlier than planned.

1 2 3 4 5c. Personal selling has led me to buy more quantities of the same product.

1 2 3 4 5d. Personal selling has led me to buy a product which I have never tried before.

1 2 3 4 5e. Personal selling has led me to spend more in each visit to the hypermarket.

1 2 3 4 5

8) Coupona. Coupon has led me to buy another brand which I do not regularly buy.

1 2 3 4 5b. Coupon has led me to buy the product earlier than planned.

1 2 3 4 5c. Coupon has led me to buy more quantities of the same product.

1 2 3 4 5d. Coupon has led me to buy a product which I have never tried before.

1 2 3 4 5e. Coupon has led me to spend more in each visit to the hypermarket.

1 2 3 4 5

9) Loyalty carda. Loyalty card has led me to buy another brand which I do not regularly buy.

1 2 3 4 5

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b. Loyalty card has led me to buy the product earlier than planned.1 2 3 4 5

c. Loyalty card has led me to buy more quantities of the same product.1 2 3 4 5

d. Loyalty card has led me to buy a product which I have never tried before.1 2 3 4 5

e. Loyalty card has led me to spend more in each visit to the hypermarket.1 2 3 4 5

10) Value packa. Value pack has led me to buy another brand which I do not regularly buy.

1 2 3 4 5b. Value pack has led me to buy the product earlier than planned.

1 2 3 4 5c. Value pack has led me to buy more quantities of the same product.

1 2 3 4 5d. Value pack has led me to buy a product which I have never tried before.

1 2 3 4 5e. Value pack has led me to spend more in each visit to the hypermarket.

1 2 3 4 5

11) Buy 1 free 1a. Buy 1 free 1 has led me to buy another brand which I do not regularly buy.

1 2 3 4 5b. Buy 1 free 1 has led me to buy the product earlier than planned.

1 2 3 4 5c. Buy 1 free 1 has led me to buy more quantities of the same product.

1 2 3 4 5d. Buy 1 free 1 has led me to buy a product which I have never tried before.

1 2 3 4 5e. Buy 1 free 1 has led me to spend more in each visit to the hypermarket.

1 2 3 4 5

Section 4 : Demographic Profile 12) Gender [ ] Male [ ] Female

13) Age range [ ] 18—24yrs [ ] 25—30yrs [ ] 31—40yrs [ ] 40 yrs and above

14) Average monthly income [ ] Below RM 1000 [ ] RM 1000-RM 1999 [ ] RM 2000—RM 2999 [ ] RM 3000—RM 4999 [ ] RM 5000—RM 9999 [ ] RM10,000 and above

We appreciate your time, co-operation and effort participating in this survey. Thank you. Prepared by, Syarifah Anita Ibrahim, Lim Ying Ying and Sia Kok Liang

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