Advertising and Promotion Management Commons^™

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 …

The Impact Of Availability Of Vegetarian Menu Items On Consumers' Behavioral Intention, Mengwei Yue

Open Access Theses

Yue, Mengwei. M.S., Purdue University, December, 2013. The Impact of Availability of Vegetarian Menu Items on Consumers' Behavioral Intention. Major Professor: Douglas C. Nelson.

The purpose of this study is to find out how the availability of vegetarian menu items affects customers' behavioral intention using the theory of planned behavior and the impact vegetarian-friendly menus have on vegetarian as well as non-vegetarian customers when they make their restaurant selections. This paper also discussed the implications for a vegetarian lifestyle on the food service industry and menu development in restaurants. Seven hypotheses related to the relationship among attitudes, subjective norms, perceived …