Factor of customer purchase decision on hypermarket product brand

Abdul Rahim, Nur Nadhirah (2023) Factor of customer purchase decision on hypermarket product brand. Project Report. Melaka, Malaysia, Universiti Teknikal Malaysia Melaka. (Submitted)

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Abstract

Product brands refer to the individual products of a company and are the foundation of its brand world and the process of creating a new identity for a stand-alone product. Hypermarkets primarily market their private-label products in the convenience goods category. Purchasing is about the decision to make a choice; now, they have various options to choose from. Brand, product features, and design are only a few considerations consumers need to address when purchasing a product brand. Consumers make their purchasing decisions based on a wide range of characteristics. As a result, all of these purchases are represented by a diverse set of factors from which customers decide to buy hypermarket product brands. The aim of this study was to determine the factors that affect the customer purchase decision on hypermarket product brand at Melaka, Malaysia. The purpose of this study is to understand the factors that influence customer purchase decision towards a hypermarket product brand, the chosen store image, customer loyalty, sales promotion, and quality product which has the higher impact towards customer purchase decisions towards the hypermarket brand. The survey data is collected in Melaka via spreading questionnaires and the data will be analysed by applying Statistical package for social science (SPSS) with descriptive analysis, reliability analysis, correlation analysis, and multi-regression analysis. The result shows that there are four independent variables such as store image, customer loyalty, sales promotion and quality product factors have a significant relationship towards customer decision towards the hypermarket product brand.

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