Factors Influencing Consumer Purchasing Behaviour Towards High-Tech Product (Laptops)

Mohd Zamri, Nor Shamshida (2014) Factors Influencing Consumer Purchasing Behaviour Towards High-Tech Product (Laptops). Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Nowadays, the PC and the laptop industry are one of the fastest growing sectors in the world. It is important to assess consumers and consumer’s preference that provides features that facilitate their purchasing decision making. High tech-product purchasing behavior issues are often discussed and included in consumer purchasing behavior. Therefore, this study discussed on the consumer behavior of Universiti Teknikal Malaysia Melaka (UTeM) students in purchasing a laptop. Questionnaires were distributed to 120 respondents randomly to all faculties in this university. Data and information obtained from the survey respondents consist of various consumers’ backgrounds. This study was conducted to improve understanding of the research by referring to books, articles, journals and other reading resources available in the library and the Internet as well as previous studies. The data used are collected through a questionnaire, where all information related to the research were gathered and analyzed by using two main software which were Microsoft Excel and Statistical Package for Social Sciences (SPSS). From the study, it was found that the product specifications became a key factor to the respondents in purchasing a laptop. Brands and price were related to the customer’s behavior but was found as not significant.

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