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You searched Library Catalogue - Title: study on the information technology risk (IT risk) management for a financial institution in Malaysia / Seow Fui Kong
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Call Number (WOU)
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SP CEMBA 2017 19
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Author
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Fung, Nyuk Thai
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Title
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The study of factors influencing the buying behavior in younger generation (Generation Y and Z in selection of branded t-shirt for prices above RM60). / Fung Nyuk Thai.
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Abstract
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The increase of tendency of younger generation in purchasing branded T-shirt has raised the interest of the researcher to conduct a research to study the factors influencing this generation (Generation Y and Z) of their selection in branded T-shirt. Due to globalization and improvement of living standard, younger generation in this part of the world is greatly affected and expected luxury of living standard inclusive of luxury apparels. The most common attire for youngsters nowadays is T-shirt. It has become formal attire sometimes or promotion tool for products or organizations. This study is focus on the group of Generation Y and Z with ages from 15 to 35, believed that they have strong purchasing power and intention to purchase branded T-shirt. The study revealed that the focus group accepts T-shirts at price range above RM20 to RM50 generally but only considered prices above RM100 are expensive to them. Age group in between 27 to 30 thinks that prices above RM100 are expensive. Age group in between 15 to 18, 19 to 22 and 31 to 35 thinks that prices above RM150 are expensive. Only age group in between 23 to 26 can pay as high as up-to RM200.
Nevertheless, youngsters with ages in between 15 to 18 normally purchase T-shirt at price range above RM100 to RM150 and they will not purchase anything higher than this.
Younger generation whose ages in between 31 to 35 and monthly income above RM5,000 is more brand concern. Majority of the respondents responded that they will purchase branded T-shirt but price is a factor affecting their decision-making. Thus, their brand loyalty is not high. The prices of branded T-shirt vary from one brand to another. The retailer should carefully choose the brand of the branded T-shirt to be sold as the prices affect the sales.
On the other hand, younger generation also considered other factors such as convenience, service, promotion and trend is important in their selection. Most of them will buy when it is convenience such as location and online purchase. They will shift location if the price increased and disregard the good service provided. Discount promotion may help in this case. But do not forget youngsters are trend novelty as well. New trend of fashion may entice them to buy. Practicing the marketing mix could be able to help to develop a good marketing strategy to win in this market place.
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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, 2017.
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Subject
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Business
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