Determinants of consumer purchasing behaviour towards water filter products in Melaka

Zainal, Mohamad Firul (2019) Determinants of consumer purchasing behaviour towards water filter products in Melaka. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Nowadays, the understanding about consumer purchasing behaviour is important to companies. This can help marketer and manager in creating marketing strategy and focus on the right target customer. The correct understanding about this can attract more customer to purchase the products especially water filter products. Therefore the aim of the research is to see how the factor of independent variable (attitude, subjective norm, perceived behaviour control and technology) can effect on consumer purchasing behaviour towards water filter products. This study used quantitative methods to identify the effect factor of technology on consumer behaviour influence consumer purchasing towards water filter product. This research also to identify the relationship between independent variable and consumer purchasing behaviour towards water filter products. Next, The researcher also want to know the most significant factor that influence consumer purchasing behaviour towards water filter products. A series of questionnaire will be distributed to respondents to identify their perceptions of the effectiveness the technology in influencing consumer to purchase the products. This questionnaire will be distributed to all residents of Melaka are focus on household and old people. The analysis was conducted using the Statistical Package for Social Sciences (SPSS) with a total of 384 respondents. Datam were analysed using Pearson correlation analysis and simple linear regression model. Analysis, this study shows that majority of variables affect consumer behaviour to purchase water filter product, only one variable not significant the variable of attitude. Therefore, the discussion explained that the objective of this research was achieved. Finally, some proposals have been suggestions will include expanding the research area and also conducted a survey of factor of technology on consumer purchasing behaviour for the water filter companies in the future

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