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Consumer Reflections On “Buy One Get One Free” (Bogo) Promotion Scheme-An Empirical Study In Malaysia, Krishnaswamy Jayaraman, Mohammad Iranmanesh, Manjeet Dashini Kaur, Hasnah Haron
Consumer Reflections On “Buy One Get One Free” (Bogo) Promotion Scheme-An Empirical Study In Malaysia, Krishnaswamy Jayaraman, Mohammad Iranmanesh, Manjeet Dashini Kaur, Hasnah Haron
Mohammad Iranmanesh
“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 …