Sahul Hameed, Noor Azeema
(2014)
Consumer Preference And Outcome Of Purchase Decisions On Branded And Non-Branded Perfumes.
Masters thesis, Perpustakaan Hamzah Sendut.
Abstract
The ASEAN countries are having a tropical climate where the condition is hot and
humid throughout the year. On the average, Malaysia receives about 6 hours of
sunshine per day. In such a hot weather conditions, the sweat combined with the
bacteria on the skin may create unnecessary body odour to human. This makes the
demand for perfume to a larger extend in Malaysia. The purpose of this study is to
identify the purchase characteristics which influencing the purchase decisions on
branded and non-branded perfumes. Based on the literature review, the five predictors
of purchase characteristics included in the study which may influence the purchase
decisions on branded and non-branded perfumes are store image (S l), message
framing (MF), perceived quality (PQ), scheme characteristics (SC) and subjective
norms (SN). The Stimulus-Organism-Response (S-O-R) model was used to explain
the study where the purchase characteristics are stimulus (S), habits as the organism
(O) and purchase decisions as the response (R). The present research is a crosssectional
study uses primary survey questionnaire method. A total of 164 responses
received from the survey questionnaire method. Out of 164 respondents, 81 (49.4%)
favoured branded perfumes and 83 (50.6%) preferred non-branded perfumes. The
objective of this study is to investigate whether the purchase characteristics influence
the purchase decisions on branded and non-branded perfumes with habits as
mediating.
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