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Call Number (WOU) SP CEMBA 2015 59
Author Ng Jun Lyn
Title Consumer behavior among youths of Cameron Highlands towards credit cards / Ng Jun Lyn.
Abstract This research is conducted to find out about consumer behavior among the youths of Cameron Highlands towards credit cards. The purpose of this study is to determine the different variables which affect consumer behavior towards credit cards. Apart from that, this research also aims to discover if the youths’ spending has increased after owning a credit card and what do they normally use their credit card on. The nature of this dissertation is quantitative in nature. A series of questions were distributed via a questionnaire to a sample of 100 respondents. Five different attributes were identified as affecting youths’ behavior towards credit cards. Annual fees, service quality and brand name and loyalty were positively related to the youths’ perception towards credit cards. Interest rates and balance transfer or cash advance options were not influential factors of consumer behavior towards credit cards. Furthermore, this particular study also showed that youths’ spending have increase after owning a credit card where most of them agreed to impulsive and spontaneous purchases. Majority of the youths state that the convenience of having extra funds and not having to carry so much cash are the main considerations for them to use their credit cards. These findings affirmed that financial institutions have a significant role in affecting how customers perceive credit cards and they also have a task in promoting responsible credit card usage and behavior.
Notes Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)
Publisher/Year Penang : School of Business and Administration, Wawasan Open University, 2015
Subject Bank credit cards.
Subject Consumer behavior.

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