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You searched Library Catalogue - Publisher: Cambridge University Press,
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Call Number (WOU)
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SP CEMBA 2014 10
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Author
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Lim, Siong Yee
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Title
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Factors influencing consumer behaviour on the purchasing of smartphone / Lim Siong Yee
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Abstract
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The objective of this research is to empirically study how significant the five factors (personal influences, social influences, price, relative advantage and self-actualization) affect consumer behaviour in relation to purchasing of Smartphone in Malaysia. Five suggested hypotheses tested to determine the relationship between the five factors and purchasing intention. The research reveals that significant relationship exists between social influences, price, relative advantage and self-actualization against purchase intention of Smartphone. Whereas, personal influences do not has significant relationship over the purchasing intention of Smartphone among Malaysian. The research ends with some strategic recommendations to improve the two most significant factors which are relative advantage and self-actualization, and some suggestions for future research related to this topic.
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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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Wawasan Open University -- Dissertations
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Subject
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Consumer behaviour
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