What makes customer purchase intention for hypermarket products in Malaysia?
This study intends to discover factors affecting customers’ purchase intention to visit hypermarkets in Malaysia. The primary objective of this study is to understand the variables that affect customers’ hypermarket buying intention. Therefore, it will examine the relationships between TPB model...
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| Main Authors: | , , |
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| Format: | Conference or Workshop Item |
| Language: | English English |
| Published: |
2022
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/100785/2/Conference%20Program%20and%20Proceedings%20-%202nd%20IOUCRIS%202022_19%20August.pdf http://irep.iium.edu.my/100785/18/What%20makes%20customer%20purchase.pdf http://irep.iium.edu.my/100785/ |
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| Summary: | This study intends to discover factors affecting customers’ purchase intention to visit hypermarkets
in Malaysia. The primary objective of this study is to understand the variables that affect customers’
hypermarket buying intention. Therefore, it will examine the relationships between TPB model
variables and buying intention. It is determined that the suggested theory of planned behaviour (TPB)
is suitable for predicting customer intention and examining the relationships between variables. The
quantitative method and convenience sampling technique will be used for this study with a maximum
of 300 participants using a structured questionnaire through an online survey. Data analysis will begin
with an assessment of the demographic characteristics of the respondents and shift to descriptive
statistics. The hypotheses will be tested using regression analysis through SPSS statistical analysis
program. Finally, this study will provide valuable insight into the growing number of hypermarket
sectors requiring in-depth investigation and assistance to the management in establishing strong
client relationships. |
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