Technology
RESEARCH PROPOSAL
THE UNCONSCIOUS CONSUMER:
ENVIRONMENT FACTORS THAT INFLUENCE CONSUMER BUYING BEHAVIOR ON GROCERIES GOODS IN MALACCA
PREPARED FOR:
ROZITA BINTI NAINA MOHAMED
PREPARED BY:
SYARIFAH AMMIRA BINTI SYED ABD RAHMAN 2012 609 324
ASYILA SASHA BINTI HANIF 2012 609 324
NADIAH BINTI IDRIS 2012 609 324
NURUL ATHIRAH BINTI ROSMI 2012 609 324
NURUL HAZWANI BINTI ROSNAN 2012 609 324
** JUNE 2013
UiTM Malacca City Campus BM2204D | Faculty of Business Administration (hons) Marketing MKT 537 - Marketing Research | Semester March – July 2013 1.0
INTRODUCTION
Consumer behavior is the display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs. It stresses that consumer behavior focuses on individual consumers and families or household making decision to spend their available resources (time, money, effort) on consumption – related items. Traditionally, explanations of consumer behavior are cast in terms that are rooted in cognitive psychology (Bargh, 2002). Before people buy, or choose, or decide, they engage in more or less elaborate, conscious information processing. Information processing according to Chaiken (1980) and Petty, Cacioppo and Schuman (1983) cited by Ap Dijksterhuis & Pamela K. Smith (2005) may lead to certain attitudes and these attitudes in turn may or may not affect decision. The amount of information that is processed is dependent on various moderators, such as involvement. The sort of information that is finally influences your attitude can differ too and attitude can be based more on cognitive belief such as when one finds a product very useful, or more on affect, such as when a product has important symbolic meanings (Venkatraman & Mac-Innes, 1985) cited by Ap Dijksterhuis & Pamela K. Smith (2005). Recent ideas or insight on influence tactics and persuasion have emphasized
THE UNCONSCIOUS CONSUMER:
ENVIRONMENT FACTORS THAT INFLUENCE CONSUMER BUYING BEHAVIOR ON GROCERIES GOODS IN MALACCA
PREPARED FOR:
ROZITA BINTI NAINA MOHAMED
PREPARED BY:
SYARIFAH AMMIRA BINTI SYED ABD RAHMAN 2012 609 324
ASYILA SASHA BINTI HANIF 2012 609 324
NADIAH BINTI IDRIS 2012 609 324
NURUL ATHIRAH BINTI ROSMI 2012 609 324
NURUL HAZWANI BINTI ROSNAN 2012 609 324
** JUNE 2013
UiTM Malacca City Campus BM2204D | Faculty of Business Administration (hons) Marketing MKT 537 - Marketing Research | Semester March – July 2013 1.0
INTRODUCTION
Consumer behavior is the display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs. It stresses that consumer behavior focuses on individual consumers and families or household making decision to spend their available resources (time, money, effort) on consumption – related items. Traditionally, explanations of consumer behavior are cast in terms that are rooted in cognitive psychology (Bargh, 2002). Before people buy, or choose, or decide, they engage in more or less elaborate, conscious information processing. Information processing according to Chaiken (1980) and Petty, Cacioppo and Schuman (1983) cited by Ap Dijksterhuis & Pamela K. Smith (2005) may lead to certain attitudes and these attitudes in turn may or may not affect decision. The amount of information that is processed is dependent on various moderators, such as involvement. The sort of information that is finally influences your attitude can differ too and attitude can be based more on cognitive belief such as when one finds a product very useful, or more on affect, such as when a product has important symbolic meanings (Venkatraman & Mac-Innes, 1985) cited by Ap Dijksterhuis & Pamela K. Smith (2005). Recent ideas or insight on influence tactics and persuasion have emphasized
Cited: Source: Elifson, Runyon & Haber, 1998 This study used Pearson Product Moment Coefficient of correlation (Pearson r) developed by Karl Pearson as the correlation index