Abstract

The purpose of this study is to investigate the relationship between the different demographic characteristics and the sales performance among Night Market Traders in Malaysia. The study was conducted in the East Coast region of Peninsular Malaysia on night market traders. A total of 350 night market traders were interviewed. Demographic Characteristics considered were gender, age and education level and business experience. The study concludes that there are no significant differences between sales performance and business traders’ demographic characteristics such as gender, age and education level but business experience do show significant difference.

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