The influence of advertising exposure towards purchase intention of consumers on Bosch products: a study of moderating effect of age in the context of Malaysian consumers

Chong, Khi Su (2014) The influence of advertising exposure towards purchase intention of consumers on Bosch products: a study of moderating effect of age in the context of Malaysian consumers. Masters thesis, Universiti Malaysia Sabah.

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Abstract

The purpose of this study is to examine the influence of advertising exposure of banner, billboard, flyer, and newspaper ad towards purchase intention on Bosch products. At the same time, the study also examined the moderating effect of age between advertising exposure and purchase intention. Data from 200 respondents were obtained and analysed by using SPSS version 21 and Smart PLS2 .0. From the result obtained, banner, billboard, flyer and newspaper ad have positive relationship with purchase intention. The relationship between age and advertising exposure is also found positive. Other than that, the relationship of age with purchase intention is also positively related. Furthermore, age does not moderate the relationship between advertising exposure and purchase intention. Therefore, as the marketing managers and business of Bosch products or similar products in the competing industry, they need to take into the consideration of the influence of advertising exposure on purchase intention. Lastly, the limitation of the study and future research recommendation also were reported in this study.

Item Type: Thesis (Masters)
Uncontrolled Keywords: advertising exposure, purchase intention, Bosch
Subjects: H Social Sciences > HF Commerce
Divisions: FACULTY > Faculty of Business, Economics and Accounting
Depositing User: Munira
Date Deposited: 28 Dec 2017 22:55
Last Modified: 28 Dec 2017 22:55
URI: http://eprints.ums.edu.my/id/eprint/17905

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