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You searched Library Catalogue - Author: Schiffman, Stephan
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Call Number (WOU)
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SP CEMBA 2018 81
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Author
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Chan, Kok Hooi
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Title
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Factors that influence consumer buying behaviour of automotive lubricant oil market: a study of automotive lubricant oil industry in Penang. / Chan Kok Hooi.
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Abstract
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The purpose of this research study is to find out what are the factors that will influence an consumer buying behaviour of automotive oil market. The major objective of this study is to evalute the key factors or components that influence the buying behaviour of automotive lubricant oil by the consumer. Therefore, it is important to understand the factors that influence buying preference of consumers.The result gained can assist company to decide on how to market and target the product.The marketer can use this information in marketing and placing their products.The target market will be passenger car owners in Penang. This will also help to promote the correct product placement at the right time and at the right place to the correct person. The instrument used by the researcher for data collection was questionnaire. The questionnaire are distributed to the respondents in Penang area and collected back after two weeks’time. These five factors are product, price , place of purchase, promotion and mechanic influence have positive relationship with the buying behaviour.
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA).
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2018.
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Subject
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Lubrication and lubricants -- Malaysia.
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Subject
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Oil filters.
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