Author: SEYEDEH FATEMEH KALANTARZADEH TEZERJANY (TP050717)
Publisher:
ISBN:
Category : Consumer behavior
Languages : en
Pages : 131
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Book Description
This investigation designed to research with regards to the impact of the different types of advertisement on customer buying behaviour among the young generation in Kuala Lumpur, Malaysia in the direction of purchasing a mobile phone. During recent years, the influence of advertisement on customer buying behaviour continues to grow gradually. The techniques which are increased sales items have improved by marketers due to the convenience of linking up to the advertisements. It is essential that the marketers comprehend the elements that persuade purchasers to seek advertisements when they want to buy an item, while encourages them to decide to purchase again. The research offers outcomes that allocate suppliers as well as businesses to acknowledge how advertisements impact on purchasing smartphone in Kuala Lumpur. Study targets have been intended to demonstrate the connection between independent variables, including online advertisement, print advertisement, and newscast advertisement while the dependent variable is involved in customer buying behaviour. Research methodology for this explores consist of the primary method of obtaining information, wherever primary information comes to providing a questionnaire on the Internet. The size of the sample which using in this study has been targeted towards 130 young generation answers. The consequence demonstrates the connection between independent variables and dependent variable with the young generation which have decided to buy a smartphone in Malaysia. This research supplied by primary data is gathered from young customers who are answering to the organize questionnaire in Kuala Lumpur along with secondary data is collected from journals, books and so on.
Author: Alileche Mohamed Ameziane
Publisher:
ISBN:
Category :
Languages : en
Pages : 186
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Book Description
This study examines factors affecting the use of smartphone advertising among smartphone users in Malaysia. Data were collected 340 structured questionnaires among young smartphone users in Klang Valley. This research proposes a conceptual model based on the Theory of Technology Acceptance Model (TAM) and The Theory of Planned Behaviour (TPB). It investigates the impact of the perceived usefulness, perceived ease of use, and subjective knowledge on attitude towards smartphone advertising and finally the impact of attitude towards smartphone advertising on smartphone advertising use. To test the validity of the constructs and the goodness of the proposed hypothesised model, factor analysis and structural equation modelling (SEM) were used. The findings of this study indicate that the constructs used in this research; perceived usefulness, subjective knowledge and attitude towards smartphone advertising can be applied to measure the smartphone advertising use among young consumers in Malaysia. The empirical findings support three out of four propositions in this study. Perceived usefulness and subjective knowledge exhibited a significant impact on attitude towards smartphone advertising and a significant impact of attitude towards smartphone advertising on smartphone advertising use. The research findings are valuable for marketing managers who are using smartphone advertising as a medium to reach customers in both the short and long term.
Author: PATRICK WONG CHEE HOE (TP031622)
Publisher:
ISBN:
Category : Consumer behavior
Languages : en
Pages : 84
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Book Description
Author: YOUSIF ABDULKAREEM JABBAR AL-SHAREEF (TP024794)
Publisher:
ISBN:
Category : Consumer behavior
Languages : en
Pages : 122
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Book Description
Author: LEE KAR HUEI (TP039762)
Publisher:
ISBN:
Category :
Languages : en
Pages : 174
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Book Description
Author: ZUBRAIN AAMER IKRAM (TP048448)
Publisher:
ISBN:
Category : Brand name products
Languages : en
Pages : 74
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Book Description
Author: Herman Haba
Publisher:
ISBN:
Category :
Languages : en
Pages : 30
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Book Description
Purpose - The aim of this research is to find the impact of consumer perceived value (CPV) on smartphone purchase intention among Malaysian working professionals. The research intends to find whether or not social value, perceived usefulness, perceived ease of use, economic value and brand image have a direct or indirect effect on smartphone purchase intention.Design/methodology/approach - Data is collected through an administered online survey with convenience sampling. A total of 302 samples were collected in Kuala Lumpur area. Demographic profile classification, reliability test, sample adequacy, confirmatory factor analysis (CFA) and structural equation modeling (SEM) path analysis is conducted to analyse the data using IBM Amos statistic 22. Findings - The findings show that social value and perceived ease of use do not have a direct or indirect effect on smartphone purchase intention among Malaysian working professionals. However, perceived usefulness, economic value and brand image have an indirect effect on smartphone purchase intention. Practical implications - The research is useful for managers and marketers, to understand the consumer perceived value (CPV) of latest generation smartphone among Malaysian working professionals. These type of consumers in the smartphone industry are important and vital for smartphone companies due to their high income and purchase decision making power.Originality/value - The study proposes and validates a new model by combining technology Acceptance Model (TAM) and selected CPV variables which may impact Smartphone purchase intention among working professionals.
Author: Asif Khurshid
Publisher:
ISBN:
Category : Consumer behavior
Languages : en
Pages : 284
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Book Description
Since the evolution of human being from caves to the modern era of faster innovation, the consumption remains constant, but the trend and predictors of consumption have been noticed as a drastic and ever changing phenomena. Due to this volatile and ever evolving demand for consuming any product, it is of dire concern for companies to predict the factors influencing echo boomers' behaviour ahead of its occurrence. Today, it has been challenging for business entities to explore about fickle behaviour of young consumers. Those who fail to go along with this challenge often collapse and eliminate from the screen of cut throat competition. Taking into account technological and communication breakthrough, the coin of globalization has been replaced with the newly emerged concept of Glocalization. It refers to a concept describing individual, product or service that reflects not only global standard but also local one. In this regard, multinational companies strive to monitor local demands in alien markets for their potential consumers. Malaysia is one of those developed countries, whose economy is bombarded with foreign outlets. However, not to forget that majority of Malaysian population is comprised of young generation with high tendency of consumption. Although research on culture and sub cultural norms have been conducted thoroughly to investigate relation to consumer behaviour, yet factors to modify this behaviour has received only slight attention in the marketing literature. However, this study focuses on variety of variables who predict the behaviour of young consumers of Malaysia. Theory of Planned Behaviour (TPB) is thought as one of the best theories to predict any behaviour. Due to versatile implication of Theory of Planned Behaviour, it has been chosen as underpinning theory for this research. Based on the theory, the three independent variables namely Money Attitudes, Socialization and Perceived Behavioural Control (PBC) have been rigorously studied and carefully gone through the literature, which has given variety of perspectives of these variables in different parts of the world. The mentioned variables have been explored while considering Intentions as a mediating variable and finally, the direct and indirect effect of these IVs on Consumption Behaviour. Data has been collected from Malaysian Young Consumers from different states and coded in SPSS for further analysis. Initially factor analysis has been conducted for items from all the variables, as items were adopted/adapted from different cultures. Once factor analysis done, reliability has been checked. Finally, Structural Equation Modeling has been used to conclude the best-fit model. The best-fit model shows that Money Attitudes and Socialization affects Consumption Behaviour after double mediation of Perceived Behavioural Control (PBC) and Intentions. In addition to this, it is clearly indicated that there is no difference of Consumption Behaviour between male and female. Working Young Malaysians and Malaysian Young Consumers who are students have shown the same Consumption Behaviour. However, Malay, Chinese and Indians have shown distinct Consumption Behaviour. The mentioned results lead towards the finding that Money Attitudes and Socialization plays a significant role in shaping up the Consumption Behaviour of Malaysian Young Consumers. The findings of this study are food for thought for academicians who can see that how variety of variables play strong role in giving dimension to the Consumption Behaviour of Malaysian Young Consumers. Additionally, marketers and industrialists can also get full benefit from the research by strategizing their advertising campaigns, marketing of their products and in the design and presentation of their goods and services.
Author: Koh Wen Meng
Publisher:
ISBN:
Category :
Languages : en
Pages : 106
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Book Description
Author: Mohd Nazri Mohd Noor
Publisher: LAP Lambert Academic Publishing
ISBN: 9783659494192
Category :
Languages : en
Pages : 464
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Book Description
The recent development of a global telecommunication technology provides a new mechanism for companies to promote products and services. This modern electronic advertising concept is commercially known as mobile advertising. It offers an alternative approach to reach targeted customers more effectively and build a stronger and more personal relationship with them. Despite its remarkable opportunities claimed by many quarters, the attitude of Malaysian consumers towards mobile advertising must be comprehensively examined. A wise understanding is essential to ensure the effective use of this advertising in the future. This research analyzed the determinants of the consumers' attitude based on three factors namely Advertisement Factors (Entertainment, Informativeness, Credibility, Irritation and Integrativeness), Media Factors (Relative Advantage, Complexity and Compatibility) and Purchase Factors (Products and Services, Price and Timing). The dimension of permission also included to understand its role between the attitude towards mobile advertising and consumers' intention to purchase products and services via mobile advertising.
