Customer Buying Behaviour
Factors Influencing Consumer Buying Behaviour of
Luxury Branded Goods
KHOR ENG TATT
Research report in partial fulfillment of the requirements for the degree of
Online Master of Business Administration
UNIVERSITI SAINS MALAYSIA
2010
ACKNOWLEDGEMENT
First and foremost, I would like to thank my supervisor Dr Nabsiah Abdul
Wahid for her relentless support, advice and guidance throughout the entire preparations of this dissertation. Not to forget my co-supervisor Dr Maliga Marimuthu for all the assistance and guidance provided all this while. I would like to express my gratitude and a big thank you for both my supervisor and co-supervisor for willing sacrificing the time to meet up and coaching. I’m greatly touched by the commitments and dedications they have shown. Without the support and guidance, I would not be able to complete this study.
I also would like to express my gratitude and thanks to Associate Professor T.
Ramayah for his guidance and comprehensive lecture notes on the using the SPS S tools as well as interpreting the analysis output from the subject, ADW 615 –
Advanced Business Statistics.
I also would like to thank my family members for support and understanding throughout the course of the completion of this dissertation. Their endless support had been invaluable and was the force that pushed me to go on. Not forgetting also my colleagues and fellow course mates who had provided assistance and support encouragement throughout the completion of the dissertation.
ii
TABLE OF CONTENTS
Page
ACKNOWLEDGEMENT
ii
TABLE OF CONTENTS
iii
LIST OF TABLE
vii
LIST OF FIGURE
viii
ABSTRAK
ix
ABSTRACT
x
CHAPTER 1 INTRODUCTION
1
1.1
Introduction
1
1.1.1 Branding
3
1.1.2 Brand Function
4
1.1.3 Brand Association
5
1.1.4 Luxury Goods
6
1.2
Problem Statement
8
1.3
Research Objectives
9
1.4
Research Questions
10
1.5
Luxury Branded Goods
KHOR ENG TATT
Research report in partial fulfillment of the requirements for the degree of
Online Master of Business Administration
UNIVERSITI SAINS MALAYSIA
2010
ACKNOWLEDGEMENT
First and foremost, I would like to thank my supervisor Dr Nabsiah Abdul
Wahid for her relentless support, advice and guidance throughout the entire preparations of this dissertation. Not to forget my co-supervisor Dr Maliga Marimuthu for all the assistance and guidance provided all this while. I would like to express my gratitude and a big thank you for both my supervisor and co-supervisor for willing sacrificing the time to meet up and coaching. I’m greatly touched by the commitments and dedications they have shown. Without the support and guidance, I would not be able to complete this study.
I also would like to express my gratitude and thanks to Associate Professor T.
Ramayah for his guidance and comprehensive lecture notes on the using the SPS S tools as well as interpreting the analysis output from the subject, ADW 615 –
Advanced Business Statistics.
I also would like to thank my family members for support and understanding throughout the course of the completion of this dissertation. Their endless support had been invaluable and was the force that pushed me to go on. Not forgetting also my colleagues and fellow course mates who had provided assistance and support encouragement throughout the completion of the dissertation.
ii
TABLE OF CONTENTS
Page
ACKNOWLEDGEMENT
ii
TABLE OF CONTENTS
iii
LIST OF TABLE
vii
LIST OF FIGURE
viii
ABSTRAK
ix
ABSTRACT
x
CHAPTER 1 INTRODUCTION
1
1.1
Introduction
1
1.1.1 Branding
3
1.1.2 Brand Function
4
1.1.3 Brand Association
5
1.1.4 Luxury Goods
6
1.2
Problem Statement
8
1.3
Research Objectives
9
1.4
Research Questions
10
1.5