Herman Aripuddin (2014) A study of consumer behaviour towards credit card among adult in Malaysia. Masters thesis, Universiti Malaysia Sabah.
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Abstract
The purpose of this study is to examined consumers' behaviour towards credit card among adult in Malaysia specifically in Tawau*. There were three factors to examine the study which are credit card attributes (convenience, use pattern, and status), bank policies (benefit, qualifications of applying credit card and payment policies) and attitude towards credit card (willingness to pay, awareness of total debt and management of income and expenses). Credit card attributes, bank policies and attitude towards credit card are independent variables while consumer behaviour towards credit card act as dependent variable. During the study, 178 questionnaires were distributed to respondents who have credit card in Tawau and analyzed using SPSS version 20.0. The result from the study found out that four elements or factors were identified that have positive significant to influenced consumers' behaviour towards credit card which are convenience, benefit, willingness to pay and management of income and expenses. These results of this study could be a reference or simple guide to be evaluated by researches, marketers, bank managers or other relevant parties during to develop their right marketing strategies regarding to credit cards markets in Malaysia. Even though this study very limited because of limited sample size, time consumed and only focus in Tawau are. The results were not represent in the context of credit card holders in Malaysia as a whole.
| Item Type: | Thesis (Masters) |
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| Keyword: | consumers' behaviour, credit card, adult |
| Subjects: | H Social Sciences > HG Finance |
| Department: | FACULTY > Faculty of Business, Economics and Accounting |
| Depositing User: | MUNIRA BINTI MARASAN - |
| Date Deposited: | 29 Dec 2017 06:36 |
| Last Modified: | 29 Dec 2017 06:36 |
| URI: | https://eprints.ums.edu.my/id/eprint/17876 |
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