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You searched Library Catalogue - Title: © 2017.
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Call Number (WOU)
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SP CEMBA 2014 51
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Author
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Lee, Sing Jiu
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Title
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Factors influencing consumers buying behaviour in Penang / Lee Sing Jiu
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Abstract
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The Internet has become the most revolutionary marketing tool and medium which is able to gain consumers’ interest and attention instantly. Group buying is a widely deployed price
discovery mechanism in a variety of markets and contexts, which enables consumers join
online purchasing together by grouping similar demands and buy collectively in order to
achieve price reduction and better offer. Previously group purchasing was used in many industries to purchase raw materials and piece parts in bulk but nowadays through online group buying sites, it is expanded to grocery, food and beverage, healthcare, electronic as well as various products and services. Although online group buying concept is already introduced and is a growing business in Malaysia, the concept is a relatively new and comprehensive topic. This study is about the acceptance level of consumers in Penang towards online group buying business and the factors that influence them. To encourage online group buying in Penang, understanding consumer behaviour and influencing factors is necessary.
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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, 2014.
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Subject
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High technology industries -- Management
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