The Factor That Influence Consumer Decision Making In Purchasing Sports Equipment In Kuching
The purpose of this study is to determine the factors influence consumer decision making in purchasing sports equipment in Kuching. This study examines the five main factors which are quality consciousness, brand consciousness, price consciousness, recreational consciousness, and impulse buying i...
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| Main Author: | |
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| Format: | Final Year Project Report |
| Language: | English |
| Published: |
Universiti Malaysia Sarawak, (UNIMAS)
2017
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| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/37986/2/James.pdf http://ir.unimas.my/id/eprint/37986/ |
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| Summary: | The purpose of this study is to determine the factors influence consumer
decision making in purchasing sports equipment in Kuching. This study examines
the five main factors which are quality consciousness, brand consciousness, price
consciousness, recreational consciousness, and impulse buying influence most to the
consumer decision making. The population of this study was 384 respondents in
selected sports centre located in Kuching and questionnaires were distributed to the
respondents. The research methodology used in this study was pilot test, reliability
test, mean, Pearson's Correlation and multiple regression analysis. The results of the
finding show that brand consciousness is the main factor that influences consumer
decision making in purchasing sports equipment in Kuching while recreational
consciousness is the least. Multiple regression analysis indicated that all the
independent variables have significant positive relationship with consumer decision
making except recreational consciousness. Discussion and implication to business
was being discuss in the end of this research. |
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