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You searched Library Catalogue - Author: Kamarul Azmi Jasmi
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Call Number (WOU)
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SP CEMBA 2010
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Author
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Phoon, Chee Nouk
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Title
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Customer behavior in industrial automation market in Malaysia / Phoon Chee Nouk
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Abstract
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Malaysian automation industry has been growing tremendously and it is recognized by the
Malaysian government that this industry is to be one of the key areas of growth and development
in the country. It is very important for the Malaysian automation solution providers to be able to
strengthen their competitiveness through its technologies and also through strategic marketing to
enable them to compete in locally and globally.
This research is an industrial automation marketing research to understand customer purchasing
decision drivers and how customers make purchase and repeat purchase decisions. It is also to
identify contributing factors that account for the most of the differences on customer satisfaction
levels and purchasing drivers. The research is to provide insights to automation solution provider
to provide better product and services to their customers in the competitive industry.
The research is separated into two stages where the first stage is an exploratory qualitative
research to understand the criteria of the stages of purchasing process and the second stage is a
quantitative research seeks understand the decision drivers in different stages of purchasing
levels. The research also looks into the differences of customer behavior in different industry as
well as the automation solution providers. This is to investigate the difference in perception of
importance and priorities in different stages of purchasing levels and situations.
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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, 2010
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Physical Description
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81 p.; 30 cm.
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Subject
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Wawasan Open University -- Dissertations
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