Goh, Irene Yin Lan (2019) Influence Of Product Attributes Towards Mobile Phone Preference Among Millennial In Melaka. Project Report. UTeM, Melaka, Malaysia. (Submitted)
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Influence Of Product Attributes Towards Mobile Phone Preference Among Millennial In Melaka.pdf Download (588kB) |
Abstract
This research objective is to determine and identify the product attributes that influence the mobile phone preference among millennial in Melaka. This research also has shown the relationship between the products attributes with the mobile preference and their purchase intention. The research framework is based on the dependent variable which is the mobile phone preference and independent variables which include design, colour, brand and price of a mobile phone. This study was conducted to test the hypotheses. A total of 250 respondents in Melaka participated by providing their valuable responses by answering the questionnaire provided through Google Form. Data analysis was carried out using Statistical Package for Social Science (SPSS) with descriptive analysis, Pearson correlation analysis and multiple regression analysis. The result of the analysis showed that the design of the mobile phone has the most influential and has a significant relationship with the mobile phone preference among millennial.
| Item Type: | Final Year Project (Project Report) |
|---|---|
| Uncontrolled Keywords: | Consumers' preferences, Cell phones |
| Subjects: | H Social Sciences > HF Commerce |
| Divisions: | Library > Final Year Project > FPTT |
| Depositing User: | Sabariah Ismail |
| Date Deposited: | 23 Nov 2020 01:55 |
| Last Modified: | 23 Nov 2020 01:55 |
| URI: | http://digitalcollection.utem.edu.my/id/eprint/24718 |
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