The relationship between product brand and quality perception among Melaka city consumer

Nazir, Muhammad Fadli (2019) The relationship between product brand and quality perception among Melaka city consumer. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

This study is about the relationship between product brand and quality perception among Melaka city consumer. Local and global brand are the focus of this study related to consumer perception. The purpose of doing this research is to find out how consumer judge the product brand based on the quality and price. This study focused on three categories of customer which was Baby Boomers generation, Generation X and Generation Y in order to identify their perception of product brand. This was a descriptive reearch and using survey strategy to collect primary data. In this study, quantitative method was conducted to collect the relevance data from Melaka consumers. Furthermore, researcher will distribute 382 questionaire surveys to the consumer who live in Melaka city. Data collection is analysed by using Statistical Package for the Social Science (SPSS). Multiple linear regression analysis used to examine the relationship between the independents variables and dependent variable.

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