Factors Influencing Consumers' Purchase Intention For Milk Powder In Penang

Yow, Bee Charn (2014) Factors Influencing Consumers' Purchase Intention For Milk Powder In Penang. Masters thesis, Universiti Sains Malaysia.

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Abstract

This study demonstrate the adaption of Theory of Planned Behavior (TPB) to examine how product knowledge, product involvement, perceived benefit, perceived risk and country of origin image influence consumers' purchase intention for milk powder and how consumers' attitude mediates these variables on consumers' purchase intention. The study findings revealed that product knowledge, product involvement and perceived benefit were positively and significantly related to purchase intention.

Item Type:	Thesis (Masters)
Subjects:	H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
Divisions:	Pusat Pengajian Siswazah Perniagaan (Graduate School of Business) > Thesis
Depositing User:	Mr Aizat Asmawi Abdul Rahim
Date Deposited:	16 Oct 2024 01:48
Last Modified:	16 Oct 2024 01:48
URI:	http://eprints.usm.my/id/eprint/61312

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