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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Factors Influence Consumer Buying Intention ; A Study Of The Smartphone In Melaka.pdf - Submitted Version Download (271kB) |
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) |
|---|---|
| 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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