Desicion Making Process In Consumer Purchasing Behavior

Wan Nurulasiah, Wan Mustapa (2015) Desicion Making Process In Consumer Purchasing Behavior. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

This study to investigate the psychological factors that influence the decisionmaking process among consumers in purchasing goods at two supermarkets in the supermarket Tesco Peringgit Jaya and Aeon Bandaraya. A total of 100 male and female users responded to a survey consisting of Malays, Chinese and Indians. Simple random sampling method was used for the selection of the sample. The main objective of this study was to investigate whether psychological factors that influence decision making in buying goods in the supermarket two. In addition, this study will also look at the psychological factors that most influence the decision making process of consumers in the two supermarket. In this study the researcher use the questionnaire as the main instrument for obtaining data in this study. Pearson correlation analysis was used to find the relationship between the two variables, and multiple regression analysis were used to study the psychological factors that most influence purchase decisions. Psychological factors are found to have any significant difference to the making purchasing decisions. The psychological factors that dominantly affects purchasing decisions making process among consumer at Tesco is Perception meanwhile, the psychological factors that dominantly affects purchasing decisions making process among consumer at Aeon is Learning.

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