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The determinants of purchase intention of unsought products among Muslims in Malaysia: the mediating effect of cognitive consistency and spiritual intelligence / Nurul Farhana Nasir

The purpose of this study is to investigate the purchase behaviour of individuals towards unsought products and life insurance is the product of interest in this study. Unsought products require aggressive marketing strategy due to the task of convincing potential buyers and selling the products to...

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Main Author: Nasir, Nurul Farhana
Format: Thesis
Language:English
Published: 2019
Online Access:https://ir.uitm.edu.my/id/eprint/83359/1/83359.pdf
https://ir.uitm.edu.my/id/eprint/83359/
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spelling my.uitm.ir.833592023-11-16T09:30:06Z https://ir.uitm.edu.my/id/eprint/83359/ The determinants of purchase intention of unsought products among Muslims in Malaysia: the mediating effect of cognitive consistency and spiritual intelligence / Nurul Farhana Nasir Nasir, Nurul Farhana The purpose of this study is to investigate the purchase behaviour of individuals towards unsought products and life insurance is the product of interest in this study. Unsought products require aggressive marketing strategy due to the task of convincing potential buyers and selling the products to them. The purchase of unsought products that are not in tandem with the beliefs of individuals are likely to cause dissonance in their cognitive states. Cognitive consistency is a situation when people achieve a balance state among their cognitions (i.e. beliefs, opinions). Individuals strive to eliminate dissonance when there are inconsistencies in their attitude and behaviour (dissonance), thus influencing what they purchase. The Cognitive Consistency Theory is used as the basis for the framework development and together with the Decomposed Theory of Planned Behaviour (DTPB) this study hopes to shed some light in identifying possibilities of dissonance when Muslims purchase unsought products like life insurance. Data were collected via a cross-sectional study using survey questionnaires in Klang Valley, Malaysia. By using primary data collection, 316 questionnaires were collected from the target respondents. Data were analyzed by using Statistical Package of Social Science Version 21.0, SEM Partial Least Squares (SmartPLS Version 3.0), SAS and SPSS Macros. The findings demonstrated that the proposed framework is the best predictive model to attain a high explanatory power of the situation. The model explains 71 percent of variance in determining individuals’ intention to purchase unsought products, which demonstrated the most accurate data that fits the model. The findings indicate that attitudinal-decomposed factors, normative influence factors, and control beliefs factors have positive significant relationship with attitude, subjective norm, and perceived behavioural control correspondingly. This study generated thirteen (13) hypotheses. Out of the thirteen (13) hypotheses, ten (10) hypotheses are found to be significant while the remaining three (3) hypotheses are found insignificant. This study contributes to the body of knowledge by enhancing existing literature on the marketing of unsought products and provide useful contribution to policy makers and industry players in understanding the key factors in the purchase of unsought products where the comprehension of cognitive consistencies is key in determining purchase behaviours. 2019 Thesis NonPeerReviewed text en https://ir.uitm.edu.my/id/eprint/83359/1/83359.pdf The determinants of purchase intention of unsought products among Muslims in Malaysia: the mediating effect of cognitive consistency and spiritual intelligence / Nurul Farhana Nasir. (2019) PhD thesis, thesis, Universiti Teknologi MARA (UiTM).
institution Universiti Teknologi Mara
building Tun Abdul Razak Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Mara
content_source UiTM Institutional Repository
url_provider http://ir.uitm.edu.my/
language English
description The purpose of this study is to investigate the purchase behaviour of individuals towards unsought products and life insurance is the product of interest in this study. Unsought products require aggressive marketing strategy due to the task of convincing potential buyers and selling the products to them. The purchase of unsought products that are not in tandem with the beliefs of individuals are likely to cause dissonance in their cognitive states. Cognitive consistency is a situation when people achieve a balance state among their cognitions (i.e. beliefs, opinions). Individuals strive to eliminate dissonance when there are inconsistencies in their attitude and behaviour (dissonance), thus influencing what they purchase. The Cognitive Consistency Theory is used as the basis for the framework development and together with the Decomposed Theory of Planned Behaviour (DTPB) this study hopes to shed some light in identifying possibilities of dissonance when Muslims purchase unsought products like life insurance. Data were collected via a cross-sectional study using survey questionnaires in Klang Valley, Malaysia. By using primary data collection, 316 questionnaires were collected from the target respondents. Data were analyzed by using Statistical Package of Social Science Version 21.0, SEM Partial Least Squares (SmartPLS Version 3.0), SAS and SPSS Macros. The findings demonstrated that the proposed framework is the best predictive model to attain a high explanatory power of the situation. The model explains 71 percent of variance in determining individuals’ intention to purchase unsought products, which demonstrated the most accurate data that fits the model. The findings indicate that attitudinal-decomposed factors, normative influence factors, and control beliefs factors have positive significant relationship with attitude, subjective norm, and perceived behavioural control correspondingly. This study generated thirteen (13) hypotheses. Out of the thirteen (13) hypotheses, ten (10) hypotheses are found to be significant while the remaining three (3) hypotheses are found insignificant. This study contributes to the body of knowledge by enhancing existing literature on the marketing of unsought products and provide useful contribution to policy makers and industry players in understanding the key factors in the purchase of unsought products where the comprehension of cognitive consistencies is key in determining purchase behaviours.
format Thesis
author Nasir, Nurul Farhana
spellingShingle Nasir, Nurul Farhana
The determinants of purchase intention of unsought products among Muslims in Malaysia: the mediating effect of cognitive consistency and spiritual intelligence / Nurul Farhana Nasir
author_facet Nasir, Nurul Farhana
author_sort Nasir, Nurul Farhana
title The determinants of purchase intention of unsought products among Muslims in Malaysia: the mediating effect of cognitive consistency and spiritual intelligence / Nurul Farhana Nasir
title_short The determinants of purchase intention of unsought products among Muslims in Malaysia: the mediating effect of cognitive consistency and spiritual intelligence / Nurul Farhana Nasir
title_full The determinants of purchase intention of unsought products among Muslims in Malaysia: the mediating effect of cognitive consistency and spiritual intelligence / Nurul Farhana Nasir
title_fullStr The determinants of purchase intention of unsought products among Muslims in Malaysia: the mediating effect of cognitive consistency and spiritual intelligence / Nurul Farhana Nasir
title_full_unstemmed The determinants of purchase intention of unsought products among Muslims in Malaysia: the mediating effect of cognitive consistency and spiritual intelligence / Nurul Farhana Nasir
title_sort determinants of purchase intention of unsought products among muslims in malaysia: the mediating effect of cognitive consistency and spiritual intelligence / nurul farhana nasir
publishDate 2019
url https://ir.uitm.edu.my/id/eprint/83359/1/83359.pdf
https://ir.uitm.edu.my/id/eprint/83359/
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score 13.211869

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