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A Study on the Effect of Advertising Media on Malaysia Consumers’ Brand Awareness and Purchase Intention toward Food Products

The purpose of the study are to explore the effects among advertising, brand awareness, and customer purchase intention. The samples are collected from citizens living in Klang Valley and the techniques used in this study are descriptive analysis, normality test, correlation analysis and regression...

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Main Author: Hue, Shin Yen
Format: Thesis
Language:English
Published: 2014
Subjects:
HD28 Management. Industrial Management
Online Access:http://eprints.intimal.edu.my/865/1/177.pdf
http://eprints.intimal.edu.my/865/
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id my-inti-eprints.865
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spelling my-inti-eprints.8652017-07-24T02:27:17Z http://eprints.intimal.edu.my/865/ A Study on the Effect of Advertising Media on Malaysia Consumers’ Brand Awareness and Purchase Intention toward Food Products Hue, Shin Yen HD28 Management. Industrial Management The purpose of the study are to explore the effects among advertising, brand awareness, and customer purchase intention. The samples are collected from citizens living in Klang Valley and the techniques used in this study are descriptive analysis, normality test, correlation analysis and regression analysis. The overall results show there are significant relationships between dependent variables (purchase intention) and independent variables measured by TV advertising, online advertising, press advertising and other demographic factors such as age, gender, marital status, education, occupation and etc. The study suggests that marketers need to put effort to observe the relationship with customers and try to define how they judge for the brand. The proper strategies need to implement to build up the awareness in customers’ mind. The values add products based on customer preference are important to satisfied customers and increase their level of interest and desire. 2014 Thesis NonPeerReviewed text en http://eprints.intimal.edu.my/865/1/177.pdf Hue, Shin Yen (2014) A Study on the Effect of Advertising Media on Malaysia Consumers’ Brand Awareness and Purchase Intention toward Food Products. Masters thesis, INTI International University.
institution INTI International University
building INTI Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider INTI International University
content_source INTI Institutional Repository
url_provider http://eprints.intimal.edu.my
language English
topic HD28 Management. Industrial Management
spellingShingle HD28 Management. Industrial Management
Hue, Shin Yen
A Study on the Effect of Advertising Media on Malaysia Consumers’ Brand Awareness and Purchase Intention toward Food Products
description The purpose of the study are to explore the effects among advertising, brand awareness, and customer purchase intention. The samples are collected from citizens living in Klang Valley and the techniques used in this study are descriptive analysis, normality test, correlation analysis and regression analysis. The overall results show there are significant relationships between dependent variables (purchase intention) and independent variables measured by TV advertising, online advertising, press advertising and other demographic factors such as age, gender, marital status, education, occupation and etc. The study suggests that marketers need to put effort to observe the relationship with customers and try to define how they judge for the brand. The proper strategies need to implement to build up the awareness in customers’ mind. The values add products based on customer preference are important to satisfied customers and increase their level of interest and desire.
format Thesis
author Hue, Shin Yen
author_facet Hue, Shin Yen
author_sort Hue, Shin Yen
title A Study on the Effect of Advertising Media on Malaysia Consumers’ Brand Awareness and Purchase Intention toward Food Products
title_short A Study on the Effect of Advertising Media on Malaysia Consumers’ Brand Awareness and Purchase Intention toward Food Products
title_full A Study on the Effect of Advertising Media on Malaysia Consumers’ Brand Awareness and Purchase Intention toward Food Products
title_fullStr A Study on the Effect of Advertising Media on Malaysia Consumers’ Brand Awareness and Purchase Intention toward Food Products
title_full_unstemmed A Study on the Effect of Advertising Media on Malaysia Consumers’ Brand Awareness and Purchase Intention toward Food Products
title_sort study on the effect of advertising media on malaysia consumers’ brand awareness and purchase intention toward food products
publishDate 2014
url http://eprints.intimal.edu.my/865/1/177.pdf
http://eprints.intimal.edu.my/865/
_version_ 1644541325286047744
score 13.149126

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