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You searched Library Catalogue - Title: Programming in Visual Basic. NET / Julia Case Bradley and Anita C. Millspaugh
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Call Number (WOU)
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SP CEMBA 2015 2
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Author
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Tan, Pui See
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Title
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The determinants of customer purchase intention : a case study of a Malaysian Polyvinyl Chloride (PVC) Chemical Trading Company / Tan Pui See
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Abstract
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This research is the very first empirical study of its kind in Malaysia. The aim for this research is to study how the factors of price, product quality, delivery, service quality of sales personnel and technical support influence customer purchase intention toward PVC commodities and additives in Malaysia PVC industry. 53 PVC product manufacturers from Kedah, Penang, Perak, Selangor and Johor were participated in this study. Hypotheses were tested to know the relationship between the 5 factors and purchase intention. The findings revealed that all the factors have significant relationship with purchase intention towards PVC commodities except price and service quality of sales personnel factors while only price factor has no relationship with purchase intention towards PVC additives. Besides, four new suggested marketing strategies, which are customization, product bundling pricing, loyalty program and online marketing are also tested to examine the acceptance level of the manufacturers. The results showed that the acceptance level for all these marketing strategies are moderately accepted and they have significant relationship with purchase intention of PVC additives.
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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, 2015
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Subject
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Chemistry
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