e-ISSN 2231-8542
ISSN 1511-3701

Home / Regular Issue / JTAS Vol. 24 (S) Nov. 2016 / JSSH-S0282-2016


Do Marketing Strategies Have Significant Influence on Usage of Credit Cards? Empirical Evidence from Malaysia

Salina Kassim and Siti Rahayu Hussin2

Pertanika Journal of Tropical Agricultural Science, Volume 24, Issue S, November 2016

Keywords: Credit card usage, marketing strategies, compulsive spending, Malaysia

Published on: 17 Feb 2017

This study explores the impact of marketing strategies of credit card providers on credit card users in Malaysia. It investigates customers' perception of credit card products, promotions, pricing and place strategies. Credit card usage patterns are observed in terms of card possession, usage frequency, spending amount and usage motivation. The study adopts a quantitative research approach through survey questionnaires to link marketing strategies with credit card usage. Logistic regression was performed to determine the relationship between marketing strategies and credit card usage. The 4Ps of credit card providers' marketing strategies (namely product, pricing, promotion and place/availability) have been shown to exert various degrees of influence on credit card usage. The study found product, pricing and availability strategies influence credit card usage, but there is no significant relationship between promotion strategies and credit card usage among Malaysians.

ISSN 1511-3701

e-ISSN 2231-8542

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