The Customer Perceptions On Purchase Behavior Of Malaysia Convenience Store

Ooi, Soon Fatt (2017) The Customer Perceptions On Purchase Behavior Of Malaysia Convenience Store. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The study is about the customer perceptions on purchase behaviour of Malaysia convenience store.Convenience store such as 99 Speedmart,7-eleven,KK-Mart and so on is providing 24 hours of their operating hours.The purpose of doing this research is to find out the how customer precepts and based on which factors to purchase on convenience store.There are certain factors like place of purchase,purchase terms and good/service availability would affect towards the customer perceptions on purchase behaviour of Malaysia convenience store.This study focused on three categories of customer which was Baby Boomers generation,Generation X and generation Y in order to identify their perception on purchase behaviour of Malaysia convenience store.This was a descriptive research and using survey strategy to collect primary data.In the study,quantitative method was conducted to collect the relevance data from the convenience store customer.Furthermore,researcher has been distributed 200 questionnaire surveys to the customers who live in Melaka.Data collection was analysed by using the SPSS 24.0.Multiple linear regression analysis used to examine the relationship between the independents variables and dependent variable.The results showed the customer perception on purchase behaviour had positive relationship toward Malaysia convenience store.The findings would help the convenience store find the way to attract more customers to purchase at convenience store.

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