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You searched Library Catalogue - Title: daughter of cahin and teh jewel that was ours / Colin Dexter
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Call Number (WOU)
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SP CEMBA 2018 64
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Author
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Toh, Tee Yng
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Title
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Factors affecting dentists’ intention to purchase premium products. / Toh Tee Yng.
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Abstract
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This paper is aimed to study the factors affecting Dentists’ intention to purchase premium products. The study helps company to seek opportunities for selecting right products to sell to dentists by understanding their intentions towards buying premium products. After viewing many literatures, it was observed that the factors which affect intention in most dentists can be broadly grouped into several types: branding, social media, subjective norm, personal moral norm. Data was collected using questionnaire distributed to dentist in Johor and a total of 80 respondents or 48.5% were returned for analysis. Mean analysis shows that the intention to purchase premium products amongst dentist was high. Multiple regression indicated that only branding and personal moral norm have significant impact on the dentist to purchase premium products. Social media and subjective norms do not significantly impact dentist purchase decisions. Limitations and recommendations of study were also included.
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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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Medicine -- Malaysia.
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Subject
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Patient and dentist.
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