Tee, Wan Xin (2017) Factors Influence Consumer Buying Intention : A Study Of The Smartphone In Melaka. Project Report. UTeM, Melaka, Malaysia. (Submitted)
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Abstract
The research study aims to investigate the factors (i.e., product features, social influence and brand name) influences consumer buying intention: A study of smartphone in Melaka. This is because the rate of smartphone penetration among Malaysia users is high. A total of 150 completed and usable set of questionnaires will be obtained from young adults which are smartphone users in Melaka, Malaysia. This study was a descriptive research study. This study used quantitative method and data collection method from primary data and secondary data. SPSS software is used to analyze questionnaire-based survey data. The result of the study indicated that brand name was the most significant factor that able to influence the consumer buying intention toward smartphone in Melaka.
Item Type: | Final Year Project (Project Report) |
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Uncontrolled Keywords: | Smartphones, Consumer behavior, Purchasing |
Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce |
Divisions: | Library > Final Year Project > FPTT |
Depositing User: | Mohd Hannif Jamaludin |
Date Deposited: | 15 Oct 2018 04:10 |
Last Modified: | 15 Oct 2018 04:10 |
URI: | http://digitalcollection.utem.edu.my/id/eprint/21564 |
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