THE INFLUENCE OF SALES PROMOTION ON CONSUMER LOYALTY TOWARDS “BUBBLE TEA” MARKET IN MALAYSIA
Keywords:
Consumer Loyalty, Sales Promotion, Bubble Tea, Malaysia, Coupon, Price Discount, Free SampleAbstract
In today's competitive and dynamic environment, every business depends on consumer acceptance. Consumers have many options to make the ultimate decision. Most consumers are heavily influencing the businesses in terms of price, value, and size of the product. Sales promotion has become one of the marketing communication tools used by most companies to attract consumers. The presence of "Bubble Tea" is becoming a popular favourite drink. Most Malaysians are now crazy about “Bubble Tea” which is easily found everywhere in Malaysia. Most of “Bubble Tea” competitors are fellow Bubble Tea producers itself from various brands (Tealive, Chatime, KOI, The Alley, Daboba, etc,.). This intense competition leads many businesses to come up with ideas and strategies such as using sales promotions to increase demands for their products and services to gain consumer loyalty. Therefore, the purpose of this research project is to determine the influence of sales promotion on consumer buying behaviour and cause consumer loyalty towards “Bubble Tea” in Malaysia.
The dependent variable (DV) is consumer loyalty towards Bubble Tea in Malaysia. The independent variables (IV) are coupon, price discount, and free sample.