The Effect Of Information Source In Consumer Purchase Decision Making Of ICT Product

Nor Shahzelim Idayu, Abdul Aziz (2015) The Effect Of Information Source In Consumer Purchase Decision Making Of ICT Product. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Consumer Purchase Decision Making is often used in our daily life to determine which product or services that we actually want to purchase. In the five stage of consumer decision making there are also including several step that we might be overlook which is seek for the information before purchasing the product. The aim of this study is to determine the effectiveness of information sources in consumer purchase decision making of ICT product and also the effect of demographic factor in information behaviour of consumer purchase decision making of ICT product. Researcher wants to determine the factor of information sources which is impersonal information sources like old media and new media; and personal information sources such as family and peer/ friend; and demographic factor which is age, gender and academic level that affect information behaviour in consumer purchase decision making of ICT product. This study conducted by quantitative method. 15l respondents from Universiti Teknikal Malaysia Melaka were take part to help researcher find a better result. From the result in data analysis, it show that family play an role in consumer purchase decision making of ICT product than others variable. It can conclude that, the result of this study can help the marketer to find several ways in their information sources to increase the company profit and sale. They also can find the solution from this study and guide them to improve their marketing strategy.

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