Consumers’ profiles in purchasing Korean products: Malaysia context / Azurin Sani … [et al.]

• Main Authors: Sani, Azurin, Syed Omar, Syed Ashrene, Mohamed Thaheer, Ahmad Shazeet, Mohd Zin, Nur Athirah
• Format: Article
• Language: English
• Published: 2022
• Online Access: https://ir.uitm.edu.my/id/eprint/66281/1/66281.pdf; https://ir.uitm.edu.my/id/eprint/66281/; https://aej.uitm.edu.my/

The study analyzes customer profiling in purchasing Korean products in Kuala Lumpur, Malaysia. The focus of this study is to identify the type of Korean products interested by Malaysian consumers. Apart from this research studies the Korean wave factors that influence customer purchase intention tow...