Sukati, Inda and Madahi, Abdolrazagh (2012) The effect of external factors on purchase intention amongst young generation in Malaysia. International Business Research, 5 (8). pp. 153-159. ISSN 1913-9012
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Abstract
The purpose of this study is to investigate the effects of demographic (age, gender and race), geographic and group on purchase intention (PI) amongst millennial/young generation in Malaysia. An empirical investigation was carried out to test the hypotheses. The samples include 325 participants. SPSS software has used to measure the effect of external factors on PI. The results demonstrate that demographic, geographic and group significantly affect PI. The findings of this study help marketing, managers and companies to understand young Malaysian consumers’ behaviour and PI.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | external factors, purchase intention (PI), young generation, Malaysia |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Management and Human Resource Development |
| ID Code: | 33581 |
| Deposited By: | Fazli Masari |
| Deposited On: | 07 May 2014 07:31 |
| Last Modified: | 14 Oct 2018 08:19 |
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