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You searched Library Catalogue - Publisher: FT Press,
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Call Number (WOU)
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SP CEMBA 2016 40
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Author
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Ong, Yang Shan Xu
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Title
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Factor influencing consumer buying decision of hybrid car in Penang. / Ong Yang Shan Xu.
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Abstract
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This research study is to find out the factors that influencing the consumer buying decision over the hybrid car among the Penang people. As nowadays, the environment issue has drawn the attention of the people globally and encourage them to aware the important of using less pollutant green product. Hybrid car is one of the initiative that could help the environment to be cleaner because of less CO2 emission. Therefore, it is important for the local car vendor to understand the factor that influencing buying decision in order for them improve the sales and promote the benefit of the hybrid car locally. The variables of this study are consist of product knowledge, social influence, price perception, environment attitude and perceived risk which are stated as independent variables. Total 146 survey questionnaires distributed among the working adult in Bayan Lepas area through online and 115 are returned and usable respond in this study. The collected data has been analyzed by using Statistical Package for Social Science software (SPSS) where the statistical analysis methods (descriptive analysis, factor analysis, reliability analysis and multiple regression analysis) are used. After the analysis being carried out, the impact of predetermined variables over buying decision are of hybrid car are identified. The result has shown that the stated five of the variables are having positive relationship with the
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consumer buying decision. Besides, both of the managerial implication and limitation also discuss in this study.
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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, 2016
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Physical Description
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1 online resource (114 pages) : illustrations, text file, PDF.
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Subject
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Hybrid electric cars
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