The Factors That Influencing Consumer Preference To Visit Shopping Mall In Melaka

Tam, Yee Ken (2017) The Factors That Influencing Consumer Preference To Visit Shopping Mall In Melaka. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Developing a research about the factor that influences the preference of consumer is necessary for today’s marketplace,since finding the preference of consumer becomes more and more challenging to the marketers.By knowing the preference of consumer,it definitely will enhance the sales of a business.In this research, researcher will find out the factor that influencing consumer preference to visit the shopping mall in Melaka through the theory of consumer choice.Factors that will investigate in this research include homogeneous divisible goods,land,effect of price change,income effect factor and convenience.A series of questionnaire was conducted to collect respondents’ answers,the data collected were analysed qualitative method.The results shows that it is a significant relationship between the independent variables which are homogeneous divisible goods,land,effect of price change,income effect and convenience towards the dependent variable which is consumer preference to visit shopping mall in Melaka.The researcher also suggest to future researcher that they can explored in more deep regarding the shopping mall attraction in more comprehensive area, such as whole Malaysia or whole world.

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