Factors affecting the consumers proneness to buy 99-ends products
This paper aims to explore the utilitarian and hedonic factors in affecting the consumer proneness to purchase 99-ends products. Utilitarian consumption is generated on the basis of satisfying a functional or sensible need. The utilitarian factors include savings, quality and convenience. On the oth...
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| Main Authors: | , , , |
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| Format: | Article |
| Published: |
American Scientific Publishers
2016
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| Subjects: | |
| Online Access: | http://eprints.utm.my/71822/ http://eprints.utm.my/71822/ |
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