AN EXPLORATORY STUDY OF THE RELATIONSHIPS BETWEEN ADVERTISING APPEALS. SPENDING TENDENCY, PERCEIVED SOCIAL STATUS AND MATERIALISM ON PERFUME PURCHASING BEHAVIOR Benjamin Chan Yin Fah Yeoh Sok Foon, Syuhaily Osman (2011). international Journal of Business and Social Science. Vol. 2, No. '10. lSSN 2219-1933 (Print), 2219-6021 {Online} ABSTRACT The purpose of the study was to investigate the purchasing behavior of Malaysians and its association with advertising appeals, tendency to spend, perceived social status and materialism. Data for this study was obtained through selfadministered questionnaire using convenience sampling. A total of 120 respondents were intercepted at Berjaya Megamali Kuantan, Pahang, Malaysia. The ndings of the study revealed that those respondents who were willing to spend money on perfume products have high level of advertising appeals. perceive social status, materialism and moderate level of tendency to spend. This study is important to the marketers to understand the consumer's purchasing behavior on perfume. The marketer also could understand the market segmentation in order to be more competitive and utilize the target market wisely. a) Explain why convenience sampling is used in this study. Briey describe the process of the sample selection. [5 marks) b) Identify the variables used and its type (dependent! independent! moderating! mediating}. (3 marks) c) Construct a theoretical framework as described in the abstract. (3 marks) d) Identify the unit of analysis used. (1 mark)