Determining the factors affecting consumer’s purchase intention towards foreign brands among the y-generation in the northern area of Malaysia / Etty Harniza Harun, Mahazir Ismail, Nur Aizureen Anwar

Marketers in the developing nation is now facing with greater challenge as they have to compete with marketers from outside their home country in attracting consumers to buy their product. Having to look at the current scenario in Malaysia, efforts has been made to survey and compare the number of l...

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Main Authors: Harun, Etty Harniza, Ismail, Mahazir, Anwar, Nur Aizureen
Format: Research Reports
Language:English
Published: Institute of Research Management & Innovation (IRMI) 2014
Subjects:
Online Access:http://ir.uitm.edu.my/id/eprint/19658/1/LP_ETTY%20HARNIZA%20HARUN%20IRMI%20K%2014_5.pdf
http://ir.uitm.edu.my/id/eprint/19658/
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Institution: Universiti Teknologi Mara
Language: English
id my.uitm.ir.19658
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spelling my.uitm.ir.196582019-02-13T03:54:58Z http://ir.uitm.edu.my/id/eprint/19658/ Determining the factors affecting consumer’s purchase intention towards foreign brands among the y-generation in the northern area of Malaysia / Etty Harniza Harun, Mahazir Ismail, Nur Aizureen Anwar Harun, Etty Harniza Ismail, Mahazir Anwar, Nur Aizureen Educational psychology Types of education Marketers in the developing nation is now facing with greater challenge as they have to compete with marketers from outside their home country in attracting consumers to buy their product. Having to look at the current scenario in Malaysia, efforts has been made to survey and compare the number of local brands and foreign brands available in many shopping complexes and it is found out that the majority of the brand names is not locally made. Therefore, the objective of this study is to determine the factors of Purchase Intention towards foreign brands in Malaysia among the Gen Y. There are three factors said to have effect the Gen Y’s purchase intention that is Perceived Quality, Perceived Prestige and Influence of others in two categories namely personal care and apparel. From the result, it was found that the factor of perceiving product to have a higher prestige does give effect in the purchase intention of students to buy personal care and apparel. In addition, perceived quality for personal care does not give effect to the buyers from Gen Y category in increasing their intention to purchase. Meaning that, they did not emphasize on quality when buying personal care item. Unlike apparel, the Gen Y emphasize on the quality factor in moving towards their intention to purchase an item. As for the third factor that is influence of others, the result found that influence of others does not give effect to them in purchasing foreign item for personal care and apparel. This means that, when purchasing apparel and personal care items, influence of others does not contribute m influencing them to buy foreign or local brand item. Institute of Research Management & Innovation (IRMI) 2014-04 Research Reports NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/19658/1/LP_ETTY%20HARNIZA%20HARUN%20IRMI%20K%2014_5.pdf Harun, Etty Harniza and Ismail, Mahazir and Anwar, Nur Aizureen (2014) Determining the factors affecting consumer’s purchase intention towards foreign brands among the y-generation in the northern area of Malaysia / Etty Harniza Harun, Mahazir Ismail, Nur Aizureen Anwar. [Research Reports] (Unpublished)
institution Universiti Teknologi Mara
building Tun Abdul Razak Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Mara
content_source UiTM Institutional Repository
url_provider http://ir.uitm.edu.my/
language English
topic Educational psychology
Types of education
spellingShingle Educational psychology
Types of education
Harun, Etty Harniza
Ismail, Mahazir
Anwar, Nur Aizureen
Determining the factors affecting consumer’s purchase intention towards foreign brands among the y-generation in the northern area of Malaysia / Etty Harniza Harun, Mahazir Ismail, Nur Aizureen Anwar
description Marketers in the developing nation is now facing with greater challenge as they have to compete with marketers from outside their home country in attracting consumers to buy their product. Having to look at the current scenario in Malaysia, efforts has been made to survey and compare the number of local brands and foreign brands available in many shopping complexes and it is found out that the majority of the brand names is not locally made. Therefore, the objective of this study is to determine the factors of Purchase Intention towards foreign brands in Malaysia among the Gen Y. There are three factors said to have effect the Gen Y’s purchase intention that is Perceived Quality, Perceived Prestige and Influence of others in two categories namely personal care and apparel. From the result, it was found that the factor of perceiving product to have a higher prestige does give effect in the purchase intention of students to buy personal care and apparel. In addition, perceived quality for personal care does not give effect to the buyers from Gen Y category in increasing their intention to purchase. Meaning that, they did not emphasize on quality when buying personal care item. Unlike apparel, the Gen Y emphasize on the quality factor in moving towards their intention to purchase an item. As for the third factor that is influence of others, the result found that influence of others does not give effect to them in purchasing foreign item for personal care and apparel. This means that, when purchasing apparel and personal care items, influence of others does not contribute m influencing them to buy foreign or local brand item.
format Research Reports
author Harun, Etty Harniza
Ismail, Mahazir
Anwar, Nur Aizureen
author_facet Harun, Etty Harniza
Ismail, Mahazir
Anwar, Nur Aizureen
author_sort Harun, Etty Harniza
title Determining the factors affecting consumer’s purchase intention towards foreign brands among the y-generation in the northern area of Malaysia / Etty Harniza Harun, Mahazir Ismail, Nur Aizureen Anwar
title_short Determining the factors affecting consumer’s purchase intention towards foreign brands among the y-generation in the northern area of Malaysia / Etty Harniza Harun, Mahazir Ismail, Nur Aizureen Anwar
title_full Determining the factors affecting consumer’s purchase intention towards foreign brands among the y-generation in the northern area of Malaysia / Etty Harniza Harun, Mahazir Ismail, Nur Aizureen Anwar
title_fullStr Determining the factors affecting consumer’s purchase intention towards foreign brands among the y-generation in the northern area of Malaysia / Etty Harniza Harun, Mahazir Ismail, Nur Aizureen Anwar
title_full_unstemmed Determining the factors affecting consumer’s purchase intention towards foreign brands among the y-generation in the northern area of Malaysia / Etty Harniza Harun, Mahazir Ismail, Nur Aizureen Anwar
title_sort determining the factors affecting consumer’s purchase intention towards foreign brands among the y-generation in the northern area of malaysia / etty harniza harun, mahazir ismail, nur aizureen anwar
publisher Institute of Research Management & Innovation (IRMI)
publishDate 2014
url http://ir.uitm.edu.my/id/eprint/19658/1/LP_ETTY%20HARNIZA%20HARUN%20IRMI%20K%2014_5.pdf
http://ir.uitm.edu.my/id/eprint/19658/
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