The determinant of buying behaviour of car's buyers in Kota Kinabalu, Sabah: mediating effects of attitude

Cecilia Jompiuh (2016) The determinant of buying behaviour of car's buyers in Kota Kinabalu, Sabah: mediating effects of attitude. Masters thesis, Universiti Malaysia Sabah.

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The purpose of this study to investigate the determinant of buying behavior of car's buyers in Kota Kinabalu, Sabah: mediating effects of attitude. Based on University of Southern California (2010), attitudes related with buying behavior of consumer about the belief about, feeling about, and the behavioral intentions towards some object. In term of buying car, consumer has feeling about what type car or brand that they want to buy lifestyle is a method for living of people, (families), and social orders, which they show In adapting to their physical, mental, social, and finandal situations on an everyday premise. Rainwater, Coleman and Handel (1959), and Havinhurst and Fegebbaum (1959) was pointed that lifestyle is significance in understanding, explaining, and predicting consumer buying behavior. Refer to Schiffman and Kanuk, 1995 that mentioned it is intriguing to study, why they purchase a specific item, how they purchase it, when they purchase it, from where do they purchase it and how they react to the marketing stimulus. Marketing stimulus refer to 4P which is product, price, promotion and place. Car buyer's demogoraphic such as age, gender, level of income, etnic or race and educational level are also important factors that influence cars purchased among car buyers ,Cyril and Imbarine (2014). The theoretical framework was adopted and adapted from study done by A.C. Pandley and Mithilesh Kumar (2013) which study the Impact of lifestyle on brand preference of buyer behavior to fit with the setting of this research. The research design tries to examine the relative importance of the independent variable of lifestyle with marketing stimulus and buying behavior as dependent variable and attitude as the mediating effect variable. Questionnaires using selfconstructed using 5-point Likert scale will be used to assess the lifestyle, marketing stimulus, attitude and buying behaviour. Sample will be given to consumers around the city of Kota Kinabalu to represent the cars' buying behaviour population. The data from the study was entered through the use of Statistical Package for Social Science (SLPSS 21) and Smart PLS 2.0. Discussion, limitations and recommendations for the future study are also presented in this study.

Item Type: Thesis (Masters)
Uncontrolled Keywords: buying behavior, car's buyers, attitude, consumer, type of car, brand
Subjects: H Social Sciences > HF Commerce
Divisions: FACULTY > Faculty of Business, Economics and Accounting
Depositing User: Munira
Date Deposited: 27 Oct 2017 07:42
Last Modified: 27 Oct 2017 07:42

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