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You searched Library Catalogue - Title: study on the information technology risk (IT risk) management for a financial institution in Malaysia / Seow Fui Kong
Call Number (WOU) SP CEMBA 2017 39
Author Maha Devi Morlitharan
Title Factors affecting generation Y consumer buying decision on I-Care contact lens in Sight Company at Nusajaya, Johor./ Maha Devi Morlitharan.
Abstract This purpose of this research aims is thoughtful the fundamental about Generation Y consumer towards the factors that may be measured as important when making their purchasing decision on I- Care contact lens in Nusajaya, Johor. This research to identify strong influence factor that affecting the Generation Y’s customers purchase decision toward I- Care contact lens for this era, to propose a framework that can simplify the understanding of Generation Y consumer buying purchase decision and marketing mix strategy to influence consumer especially Generation Y consumer to select I-Care product instead of other contact lens that existing in market and to discover out the important of Generation Y consumer’s buying experience and social factor help constantly fight to improvement in volume of the sales for Sight Company in the present and future. The data set is collected through designed set of online questionnaire such as ‘Google Forms’ to collect and combine the survey results electronically and convenient non-probability random sampling method. A total of 200 samples were collected from Nusajaya, Johor. The findings revealed that price factor has lower influence for Generation Y consumer towards buying decision on I-Care brands contact lens, marketing mix strategy and decision- making process have a lower influence that impact on consumer generation Y towards buying decision on I-Care brands contact lens and There is low influence Generation Y consumer’s buying experience and social factor for Generation Y consumer towards buying decision on I-Care brands contact lens that help Sight Company to increase sales volume on I-Care contact lens. The findings of this study are limited by the number of respondents, area and location, and the absence of other methods to obtain the results other than secondary research and questionnaire. This study is important for marketers to understand the Generation Y consumer’s I-Care contact lens purchase decision to be more competitive compare with western country research finding.
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, 2017
Subject Consumers

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