Retail Brand Study Of The Factors Affect On Customer’s Attitude And Purcahase Intention: The Case Of Customers In Penang

Abstract

Tujuan kajian ini adalah untuk menentukan kesan faktor persepsi pengguna seperti kesedaran tentang harga, persepsi variasi kualiti, perepsi mengenai pembungkusan dan kongruiti konsep kendiri sebagai pembolehubah luaran terhadap sikap terhadap jenama runcit. The purpose of this research is to determine the impacts of consumers’ perceptual factors like price consciousness, perceived quality variation, packaging perception and self-concept congruity as external variables on retail brand attitude