Exploring The Influence Factors Towards Consumer Buying Behaviour In Retail Industry

Mohd Yazid, Nur 'Iffah (2014) Exploring The Influence Factors Towards Consumer Buying Behaviour In Retail Industry. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Nowadays, consumer behaviour in purchasing product becomes very important for purchasing activity to sustain the business performance. Therefore, the purpose of this research is to explore and analyze the factors that influence on consumer buying behaviour towards retail industry where the researchers are more focused in the apparel industry. This research used the approach with following a review of the relevant literature; the paper presents a conceptual model of consumer buying behaviour towards retail industry. This research used the quantitative method using a sample of 150 consumers that are decision makers in their purchasing behaviour of a product. Moreover, the researcher is using the Statistical Package Social Science (SPSS) version 22.0 and the result computed from this data. The finding result was measured by using reliability analysis; descriptive frequency statistic; correlation, and regression analysis by distributing the questionnaire and computed the result from the SPSS data. The originality or value that comes out of this research is this study first explored Malaysia consumer profile in the context of buying behaviour and added valuable empirical findings to the current limited literature in the retail industry to help the retailers identify influence factors of buying consumer based on consumer buying behaviour.

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