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Factor influence generation z purchase behaviour towards soft drinks in Kuala Muda, Kedah

Purchasing of soft drinks has experiencing a booming growth among generation z in Malaysia. Frequent drink of soft drinks increases the number of health issues in Malaysia. Due to lacking studies in purchasing behaviour among generation z towards soft drinks, it is difficult for the manufacturer to...

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Main Author: Mohd Rodzi, Nuraida
Format: Undergraduate Final Project Report
Published: 2020
Online Access:http://discol.umk.edu.my/id/eprint/4248/
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spelling my.umk.eprints.42482022-05-23T08:24:05Z http://discol.umk.edu.my/id/eprint/4248/ Factor influence generation z purchase behaviour towards soft drinks in Kuala Muda, Kedah Mohd Rodzi, Nuraida Purchasing of soft drinks has experiencing a booming growth among generation z in Malaysia. Frequent drink of soft drinks increases the number of health issues in Malaysia. Due to lacking studies in purchasing behaviour among generation z towards soft drinks, it is difficult for the manufacturer to determine the behaviour of generation z. This research aimed (i) to study the demographics of generation z in Kuala Muda, Kedah in purchasing soft drinks and (ii) to determine the factors either attitude, subjective norm or perceived behavioural control that influence generation z in Kuala Muda, Kedah to purchase soft drinks. This study was conducted using the survey method based on the Theory of Planned Behaviour. The questionnaire, which its internal consistency reliability has been checked by Cronbach's Alpha test was distributed to 386 respondents. The respondents were made up of generation z whose age between 12 to 25 years old were selected using a purposive sampling method. Data analysis was conducted using the Statistical Package for Social Sciences (SPSS). The descriptive analysis was used to examine the demographic profile of respondents. Factor analysis was applied to determine the factors influencing generation z in purchase towards soft drinks. 58% of the variance explaining the eight factors were found to be the most significant factors influencing generation z in purchasing soft drinks. The eight factors were grouped into three attributes which were attitude (18.988%), subjective norm (20.265%), and perceived behaviour control (19.146%). From this study, the most important factor was the subjective norm. This study is beneficial to the soft drinks industries to market their product in future. 2020 Undergraduate Final Project Report NonPeerReviewed Mohd Rodzi, Nuraida (2020) Factor influence generation z purchase behaviour towards soft drinks in Kuala Muda, Kedah. Final Year Project thesis, Universiti Malaysia Kelantan. (Submitted)
institution Universiti Malaysia Kelantan
building Perpustakaan Universiti Malaysia Kelantan
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Kelantan
content_source UMK Institutional Repository
url_provider http://umkeprints.umk.edu.my/
description Purchasing of soft drinks has experiencing a booming growth among generation z in Malaysia. Frequent drink of soft drinks increases the number of health issues in Malaysia. Due to lacking studies in purchasing behaviour among generation z towards soft drinks, it is difficult for the manufacturer to determine the behaviour of generation z. This research aimed (i) to study the demographics of generation z in Kuala Muda, Kedah in purchasing soft drinks and (ii) to determine the factors either attitude, subjective norm or perceived behavioural control that influence generation z in Kuala Muda, Kedah to purchase soft drinks. This study was conducted using the survey method based on the Theory of Planned Behaviour. The questionnaire, which its internal consistency reliability has been checked by Cronbach's Alpha test was distributed to 386 respondents. The respondents were made up of generation z whose age between 12 to 25 years old were selected using a purposive sampling method. Data analysis was conducted using the Statistical Package for Social Sciences (SPSS). The descriptive analysis was used to examine the demographic profile of respondents. Factor analysis was applied to determine the factors influencing generation z in purchase towards soft drinks. 58% of the variance explaining the eight factors were found to be the most significant factors influencing generation z in purchasing soft drinks. The eight factors were grouped into three attributes which were attitude (18.988%), subjective norm (20.265%), and perceived behaviour control (19.146%). From this study, the most important factor was the subjective norm. This study is beneficial to the soft drinks industries to market their product in future.
format Undergraduate Final Project Report
author Mohd Rodzi, Nuraida
spellingShingle Mohd Rodzi, Nuraida
Factor influence generation z purchase behaviour towards soft drinks in Kuala Muda, Kedah
author_facet Mohd Rodzi, Nuraida
author_sort Mohd Rodzi, Nuraida
title Factor influence generation z purchase behaviour towards soft drinks in Kuala Muda, Kedah
title_short Factor influence generation z purchase behaviour towards soft drinks in Kuala Muda, Kedah
title_full Factor influence generation z purchase behaviour towards soft drinks in Kuala Muda, Kedah
title_fullStr Factor influence generation z purchase behaviour towards soft drinks in Kuala Muda, Kedah
title_full_unstemmed Factor influence generation z purchase behaviour towards soft drinks in Kuala Muda, Kedah
title_sort factor influence generation z purchase behaviour towards soft drinks in kuala muda, kedah
publishDate 2020
url http://discol.umk.edu.my/id/eprint/4248/
_version_ 1763303387388968960
score 13.211869

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