Purchase intention of foreign instant noodle brands among generation Y

• Main Author: Ong, Teng Teng
• Format: Final Year Project / Dissertation / Thesis
• Published: 2019
• Subjects: HF Commerce
• Online Access: http://eprints.utar.edu.my/5074/1/Final_year_project.pdf; http://eprints.utar.edu.my/5074/

This research aims to study the relationship between country of origin, perceived quality, social influence and brand consciousness towards purchase intention of foreign instant noodle brands among Generation Y in Klang Valley. The target respondents in this research are Generation Y who are aged between 24-38 years old. Besides, 131 sets of questionnaires were collected while only 118 sets of respondents are valid. Data collected from the survey are analysed using Statistical Package for Social Science (SPSS) version 25. Respondents’ feedback was analysed and presented through descriptive analysis, reliability analysis, Pearson Correlation and Multiple Regression Analysis. The research findings shows that perceived quality and brand consciousness have significant relationship with purchase intention of foreign instant noodle brands, meanwhile country of origin and social influence were found to not have a significant relationship with purchase intention of foreign instant noodle brands. Lastly, managerial implications have been discussed to provide insightful information to manufacturer or company that producing instant noodle. Last but not least, the limitations associated with this research were stated and recommendations were developed in order to assist future researchers in managing the limitations.