Consumer buying decision towards MLM branded health supplement in Malaysia

Autor:	Alex Hou Hong Ng, Yan Chyuan Heng
Rok vydání:	2020
Předmět:	Health awareness Promotion (rank) media_common.quotation_subject Strategy and Management Product (category theory) Business Marketing Business and International Management Direct selling media_common Management Information Systems
Zdroj:	International Journal of Business and Systems Research. 14:471
ISSN:	1751-2018 1751-200X
DOI:	10.1504/ijbsr.2020.110767
Popis:	With increasing health awareness and demand for health supplements in Malaysia, the purpose of this study is to identify the reasons why consumers in Malaysia choose to buy multi-level marketing's branded health supplements. This study examines the extent of price, membership status, influencer's impact and product attributes towards consumers buying decision of multi-level marketing's branded health supplements. A questionnaire-based survey was used to collect data from 391 consumers in Malaysia and the data was analysed by employing SPSS. The results indicated that price, membership status and influencer's impact have significant positive effect on consumers buying decision, but such effects were not shown by product attributes. The results suggested that the multi-level marketing companies should look more into the development and promotion of the product rather than the method of selling and this is important in developing strategies to be competitive in multi-level marketing business.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_dedup___::a78a61cc7ead0b5cdc955755bb4f0b80 https://doi.org/10.1504/ijbsr.2020.110767 Zobrazit plný text záznamu