FACTORS INFLUENCING STUDENT’S BOOKS BUYING BEHAVIOR IN MALAYSIA HIGHER LEARNING INSTITUTIONS

Teh, Teik Lee (2004) FACTORS INFLUENCING STUDENT’S BOOKS BUYING BEHAVIOR IN MALAYSIA HIGHER LEARNING INSTITUTIONS. Masters thesis, Universiti Sains Malaysia.

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    Abstract

    The growing importance of higher education (Mahdzan & Fauziah, 1999) with the rapid growth of student enrollments is expected to increase the textbooks purchase in higher education market. However, the textbook sales seem to be much lower than the expected. This study undertakes to explore the current level and patterns of textbook purchase and the influence of external market factors on student’s books buying in public and private institutions in Malaysia. The theoretical framework adapted from Cohen’s (1991) buying decision process model proposed hypotheses to assess the relationship between the 4Ps and substitutions and the books purchased.

    Item Type: Thesis (Masters)
    Subjects: H Social Sciences > HF Commerce > HF5001-6182 Business
    Divisions: Pusat Pengajian Siswazah Perniagaan (Graduate School of Business)
    Depositing User: Mr. HR
    Date Deposited: 26 Jul 2012 08:24
    Last Modified: 13 Jul 2013 18:10
    URI: http://eprints.usm.my/id/eprint/25777

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