The effectiveness of personal selling approaches towards consumer buying decision

Mohd Bani, Rabiatul Adawiyah (2019) The effectiveness of personal selling approaches towards consumer buying decision. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Personal selling can be seen in many places including shopping mall or any other event that needed by consumer to serve information about products and services. For chapter 1, the content are consist of problem statement, research questions and research objectives. From the problem statement appear, the researcher create research questions and research objectives to focus on what to study. Besides, this chapter also will discuss about the scope and limitation, significant of study. For chapter 2, the study is about the effectiveness of personal selling approaches towards consumer buying decision which is the researcher recognize the whole meaning of personal selling. Then, it followed by the variables of personal selling which is for independent variables are the approach of personal selling, the knowledge of products and the presentation of personal selling while for the dependent variable is consumer buying decision. The last part of this chapter, it will be included theoretical framework and hypothesis of the study. Then, chapter 3 will illustrate the method of the research that will be conduct by presenting the methodology, the size of population in Melaka Tengah, the data collection method by using quantitative data and questionnaire with some of the existing theories. The reliability, validity and the data analysis tools also will be explained in this chapter. Furthermore, chapter 4 will be discuss about the demographic statistics in Melaka Tengah. It will followed by the method that be used in this chapter which, correlation, multiple regression, coefficient and hypothesis testing. After these methods has been analyse, it will conclude whether the hypothesis is accepted or rejected. Lastly, for chapter 5, the content are included discussion of descriptive statistics. Then followed by, discussion of objectives, limitation and recommendation of future study.

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