Preview

The Effect Of External Factors On Purchase Intention Amongst Young

Best Essays
Open Document
Open Document
3780 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
The Effect Of External Factors On Purchase Intention Amongst Young
International Business Research; Vol. 5, No. 8; 2012
ISSN 1913-9004
E-ISSN 1913-9012
Published by Canadian Center of Science and Education

The Effect of External Factors on Purchase Intention amongst Young
Generation in Malaysia
Abdolrazagh Madahi1 & Inda Sukati1
1

Faculty of Management and Human Resource Development, Universiti Technologi Malaysia (UTM), Johor
Bahru, Malaysia
Correspondence: Abdolrazagh Madahi, Faculty of Management and Human Resource Development, Collage 15
(KTGB), XA2, Room 701, Universiti Technologi Malaysia (UTM), 81310 Johor Bahru, Johor, Malaysia. Tel:
60-16-691-4688. E-mail: khosoof_emaddeh@yahoo.com
Received: March 26, 2012

Accepted: April 25, 2012

Online Published: July 20, 2012

doi:10.5539/ibr.v5n8p153

URL: http://dx.doi.org/10.5539/ibr.v5n8p153

Abstract
The purpose of this study is to investigate the effects of demographic (age, gender and race), geographic and group on purchase intention (PI) amongst millennial/young generation in Malaysia. An empirical investigation was carried out to test the hypotheses. The samples include 325 participants. SPSS software has used to measure the effect of external factors on PI. The results demonstrate that demographic, geographic and group significantly affect PI. The findings of this study help marketing, managers and companies to understand young
Malaysian consumers’ behaviour and PI.
Keywords: external factors, purchase intention (PI), young generation, Malaysia
1. Introduction
Nowadays, purchase intention is more complicated and more significant for consumers than in the past.
Customers are encompassed by reports, advertisements, articles and direct mailings that provide large amount of information. Moreover, different kinds of products, supplies, super markets and shopping malls have complex and difficult decision making.
This study focuses on the young generation in Malaysia because of some reasons. Firstly, immature customer segment is known as special segment for some special


References: Abdul Razak, K., & Kamarulzaman, K. (2009). Malay culture and consumer decision-making styles: an investigation on religious and ethnic dimensions Ahasanul, H., Ali, K., & Sabbir, R. (2006). Factors influencing buying behavior of piracy products and its impact to Malaysian market Cathy, B., & Vincent, W. M. (2006). Male versus female consumer decision making styles. Journal of Business Research, 59, 1297-1300 Chiao, C. C., & Yang, C. C. (2010). The impact of recommendation sources on online purchase intentions: The moderating effects of gender and perceived risk Flynn, L. R., & Pearcy, D. (2001). Four subtle sins in scale development: some suggestions for strengthening the current paradigm Fon, S. O. J., Philip, K., & Ata, T. J. (2008). Consumption patterns and silver marketing: an analysis of older consumers Heidi, M. N., Gerard, P. P., & Alex, S. L. T. (2008). Linking sports sponsorship with purchase intentions: Team performance, stars, and the moderating role of social identification Keller, K. L. (2001). Building customer-based brand equity: creating brand resonance requires carefully sequenced brand-building efforts Nabil, J., & Imed, Z. (2010). The impact of label perception on the consumer’s purchase intention: an application on food products Nunnally, J. C., & Bernstein, I. H. (1994). Psychometre Theory. New York, NY: McGraw-Hill Publishing Company. Rashidah, A. R., & Fairuzana, H. M. A. (2006). Board, audit committee, culture and earnings management: Malaysian Safiek, M. (2009b). Malaysian Chinese consumers: Their ethnic attitudes and shopping orientations. Safiek, M., & Hayatul, S. S. (2009). Consumer decision-making styles in Malaysia: An exploratory study of gender differences Siti, N. B. A., & Nurita, J. (2010). Organic food: A study on demographic characteristics and factors influencing purchase intentions among consumers in Klang Valley, Malaysia Speed, R., & Thompson, P. (2000). Determinants of Sports Sponsorship Response. Journal of the Academy of Marketing Science, 28(2), 26-238 Stephanie, W. (2003). The effect of music on perceived atmosphere and purchase intentions in a restaurant. Wong, F. Y., & Yahyah, S. (2008). Influence of brand loyalty on consumer sportswear. Journal of Economics and Management, 2, 221-236.
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Best Essays

    Cango Operations
    • 3288 Words
    • 14 Pages

    Cango Operations

    SDSU (2010, September 7) Consumer behavior: Consumer buying process. San Diego State University. Retrieved from http://www-rohan.sdsu.edu/~renglish/370/notes/chapt05/index.htm…

    • 3288 Words
    • 14 Pages
    Best Essays
    Read More
  • Good Essays

    Botton Village: Case Study
    • 984 Words
    • 4 Pages

    Botton Village: Case Study

    Speed, R., & Thompson, P. (2000). Determinants of sports sponsorship response, Academy of Marketing Science, 28(2), 226.…

    • 984 Words
    • 4 Pages
    Good Essays
    Read More
  • Powerful Essays

    T-Mobile - Stp
    • 1963 Words
    • 8 Pages

    T-Mobile - Stp

    Young people at the age of 16-24 are very important for the company because they are the most susceptible to technological innovations and advances introduced by the company. At the same time, this customer group is likely to spend a lot of time and, therefore, money on communication with their friends, family, etc. Consequently, the company can count for considerable profits while providing its products and services to customers at the age of 16-24. In this respect, it is important to understand needs and lifestyle of customers at this age.…

    • 1963 Words
    • 8 Pages
    Powerful Essays
    Read More
  • Best Essays

    Marketing Strategy of Best Buy
    • 1547 Words
    • 7 Pages

    Marketing Strategy of Best Buy

    Consumer behavior is defined in a variety of ways such as “the dynamic interaction of affect and cognition, behavior and environmental events by which human beings conduct the exchange aspects of their lives.” by the American Marketing Association. (2008). In a simpler form, consumer behavior can be explained as the actions of consumers and the different approaches a person may take to decide what to buy and the decision making process. The decision making process can be effected by many factors all related to a person or persons lifestyle. Determining that behavior can be confusing and marketers need to use research techniques to understand the consumer. Understanding the intent to buy, buying process and post purchase issues from a marketing perspective raises many questions and is an in-depth process. “The basic marketing concept hold’s that firms exist to satisfy consumers’ needs.” (2004, Solomon). Once that basic concept is understood, an organization can focus on key goals to achieve a competitive advantage. Marketing strategies are used to gain better understanding of the market, consumers, environment, supply and demand and competition. The behaviors of consumers such as personality, emotions, attitudes, learning style, and perception of the consumer helps companies design their marketing techniques. External influences are also need to be studied and factors such as culture and sub-culture, demographics, social status, and family structure helps understand the decision making process of the consumer’s behavior. For marketing strategy to succeed, the insight to the consumer’s decision-making process is a good starting point.…

    • 1547 Words
    • 7 Pages
    Best Essays
    Read More
  • Best Essays

    Sports Marketing
    • 1971 Words
    • 8 Pages

    Sports Marketing

    | Ioakimidis, M. (2010) International journal of sports marketing & sponsorship. V 11, p271ExperienceShilbury, D. (2009). Strategic Sport Marketing (3rd ed.). Crows Nest, NSW: Allen & Unwin.…

    • 1971 Words
    • 8 Pages
    Best Essays
    Read More
  • Better Essays

    Sports Fan Research Paper
    • 1516 Words
    • 7 Pages

    Sports Fan Research Paper

    |sponsorship spending, including sponsorship in the sports world, while almost as many are seeking to get out of current deals…” (“Over half…

    • 1516 Words
    • 7 Pages
    Better Essays
    Read More
  • Good Essays

    Alcohol and Tobacco in Sports
    • 914 Words
    • 4 Pages

    Alcohol and Tobacco in Sports

    Sponsorships are useful as a supplement to regular advertising; however, they are especially valuable as an advertising substitute in situations where advertising may be banned or limited. Sports sponsorship provides opportunities to reach audiences in four distinct ways: (1)during the prepromotion advertising and publicity for the event, (2)at the event site during the event itself, (3)during the live or delayed broadcast of the event, and (4)during postevent news reporting of the event’s results. Each time the sporting event is mentioned or shown in the media, there is an opportunity for the event sponsor to gain exposure, (Krapp, 50). Alcohol and Tobacco companies take great advantage of this. They sponsor sporting events or pay to have their advertisements in certain sports arenas and stadiums for just this reason. Multiple chances to have their brand or corporate name shown on television or by the people attending the sporting event. Yet by having these advertisements in the arenas or stadiums, the alcohol or…

    • 914 Words
    • 4 Pages
    Good Essays
    Read More
  • Good Essays

    How Does Culture Influence Decision Making - Mktg203
    • 690 Words
    • 3 Pages

    How Does Culture Influence Decision Making - Mktg203

    A model of consumer decision reflects the cognitive, or problem-solving, consumer, and to some degree the emotional consumer. Culture is a major influencer of decision-making. How one is brought up, the society, the values all factor how an individual thinks. Malaysia is known for its rich, cultural background and the deep history behind it.…

    • 690 Words
    • 3 Pages
    Good Essays
    Read More
  • Good Essays

    Accg308
    • 337 Words
    • 2 Pages

    Accg308

    Consumer satisfaction is critical for success of any organization (Scribd, n.d). Understanding consumer spending patterns can well be achieved through good analysis of consumer behavior. Consumer behavior can be defined as all activities leading to acquisition of a product or service (Mokhlis, 2006). In Malaysia, the consumers can be divided into Malays and Chinese groups (Sian, 2009). Major channels of advertisements are through newspapers and through communication with friends (Sian 2009). Both Malays and Chinese are very cautious and usually demand a lot of information prior to making purchases (Sian, 2009). In analyzing and marketing products in Malaysia, critical analysis of the two groups is essential. Malays require a greater amount of information as compared to much richer Chinese population (Sian, 2009). Chinese are less religious and more urban contrary to Malays who are more religious and mostly leave in rural areas (Sian, 2009). Chinese are more willing to accept risk and therefore can be able to invest in many risky products (Lau et al, n.d).…

    • 337 Words
    • 2 Pages
    Good Essays
    Read More
  • Good Essays

    Customer Profile Paper
    • 769 Words
    • 4 Pages

    Customer Profile Paper

    Created by : Nita Desirianti (29109084), Diana M. Elius (29109100), Prima Satria (29109363), Christy K (29109009 )…

    • 769 Words
    • 4 Pages
    Good Essays
    Read More
  • Powerful Essays

    4.11 Multiple Regression Analysis: Analysis Of Multiple Regression Analysis
    • 1284 Words
    • 6 Pages

    4.11 Multiple Regression Analysis: Analysis Of Multiple Regression Analysis

    For hypotheses testing of this study, multiple regression analysis was conducted. Some assumptions of the relationship between dependent and independent variables need to be met for performing multiple regression analysis like, normality, linearity, homoscedasticity and multicollinearity (Hair et al., 1998). As…

    • 1284 Words
    • 6 Pages
    Powerful Essays
    Read More
  • Good Essays

    Consumer Buying Behaviour
    • 1816 Words
    • 8 Pages

    Consumer Buying Behaviour

    Consumer behaviour is the study of how individuals, groups and organizations select, buy, use and dispose of goods, services, ideas or experiences to satisfy their needs and wants. The emerging costumer trends play an important role in analysing the marketing opportunities. A consumer buying behaviour is influenced by cultural, social and personal factors. The consumer passes through five stages of the buying decision process: Problem Recognition, Information Search, evaluation of alternatives, purchase decision and post purchase behaviour. This model is important for anyone making marketing decision and customer pass through all stages in every purchase.…

    • 1816 Words
    • 8 Pages
    Good Essays
    Read More
  • Satisfactory Essays

    Purchasing Behaviours of Three Major Races in Malaysia
    • 286 Words
    • 2 Pages

    Purchasing Behaviours of Three Major Races in Malaysia

    There are only few differences that can be found on the three major races of Malaysia (Malays, Chinese and Indians) in terms of purchasing behaviour. Based on the household expenses, the Malays purchasing behaviour are influenced by the Islamic religions needs and regulations which concern on the ‘HALAL’ label of the product. Islam constitution plays roles in the daily life of the Muslims. In addition, the Malays are quite incompetent in handling product and market information which may result in the confusion and information overload. From the perspective as consumers, Malays shows much interest in acquiring technologically produced and high quality products, without being materialistic or conspicuous buying. Chinese is the second largest groups in Malaysia and they are viewed as the powerful economics compare to the other two groups. For the Chinese, it’s important to conduct wide information achievement to reduce the uncertainty purchases. The self-pride also play the important roles for the Chinese to decide on their products purchasing. For instance, the more expensive of the products, the more it reflects to the wealthy and level of socials of that person. Indians in Malaysia has quite similar with the Malaysians Chinese buying behaviour but they are viewed as a high degree in product value orientation. Indian consumers are also concerned with the values of natural, care and affection. These values are far more dominant that values expensive and social level purchasing style. The preference for the Indians is more to the traditional products value rather than buying the technology invented products.…

    • 286 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Good Essays

    Consumer Behavior
    • 6942 Words
    • 28 Pages

    Consumer Behavior

    The topic is being researched upon because the Pakistani women now play a vital role in the economy of Pakistan and now have a greater buying power and consumption pattern while purchasing clothes. Clothing is one of the most essential factors of one’s daily life, especially when it comes to women. Gone are the days when women used to sit back at home and their husbands used to shop and buy them a dress a month. Contrary to it the contemporary fashion market is being revolutionized and being known by the women clothing industry at its major part…

    • 6942 Words
    • 28 Pages
    Good Essays
    Read More
  • Powerful Essays

    Information Systems Alumni Questionnaire 1
    • 5786 Words
    • 54 Pages

    Information Systems Alumni Questionnaire 1

    [The purpose of this working paper is to present the results of a quantitative study that assessed…

    • 5786 Words
    • 54 Pages
    Powerful Essays
    Read More

Related Topics