|
Abstract
|
Purchase intention is the subject of great importance and holds significance in terms of its utilization in understanding consumer behavior. Marketers now a day are continuously using their resources to explore the matter that influence consumer buying habit. In recent years, many studies have included the factors influence towards consumers’ purchase decision. However, limited studies are reported to enter the complex psychology of consumers for the frequently purchased items such as the product that categorized under FMCG group. The present research utilized the Theory of Planned Behavior as a framework to examine consumers’ FMCG purchase intention. The study was carried out by examining the impact of gender, age, race group, perceived value, perceived quality, brand reputation, complaint handling and purchase intention towards consumers’ purchase intention in Malaysian FMCG market. Total 200 respondents were selected in Malaysia. The study results found a significant relationship between perceived value, perceived quality, brand reputation, complaint handling, customer service and consumers’ purchase intention. Hence, it was elaborated that these factors play primary role in predicting a purchase of consumer in FMCG industry. In contrast, no significant relationship was found between gender, age group, race group and consumers’ purchase intention. Thus, the negative result found has been further discussed and reported.
|