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You searched Library Catalogue - Title: Legacy of a great leader Tjong Yong Hian / Rebecca Chandra (ed.)
Call Number (WOU) SP CEMBA 2015 26
Author Liew, Lee Kuan
Title Factors influencing mother's buying behavior of infant formula in Malaysia / Liew Lee Kuan
Abstract The purpose of this study is to investigate the factors influencing mother’s buying behavior of infant formula. Adoption of Theory of Reasoned Action (TRA) is to understand buying behaviour which is determined immediately by behavioural intention that influenced by attitude and subjective norm. Besides that, external variables like household income, education level and advertisement are evaluated in the study to know their influence in buying behavior. Five hypotheses were tested among 249 mothers in Malaysia. Results showed that significant relationships were existed between buying behavior and the two variables namely attitude and subjective norms. At the same time, household income and education level have a positive relationship towards buying behavior among mothers. However, advertisement was found not positively associated with the buying behavior of infant formula. In conclusion, a mother who has a positive attitude towards a brand of infant formula, she would perform the buying behavior for her baby. Advices from family and relatives, doctors and nurses are significant referents for mother in infant formula purchasing. The attitudinal component had a higher predictive power than the subjective norm. Trusted brand which can provide quality nutrition which accepted well by the baby and product availability are the most influential attributes to mothers. The research provides some insights to infant formula marketers to formulate customized marketing strategies to win in this competitive milk war and gain the trust of Malaysian consumers.
Notes Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA).
Publisher/Year Penang : School of Business and Administration, Wawasan Open University, 2015.
Subject Infants -- Nutrition.
Subject Mothers -- Nutrition.
Subject Infants -- Nutrition -- Social aspects.

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