The factor affecting youth in Kelantan on product purchasing

• Main Authors: Nur Syahirah Muhammad Shafiq Shashidharan, Yap Jia Lih, Shakirah Mohamad Zain, Muhammad Taufiq Rosley
• Format: Undergraduate Final Project Report
• Language: English
• Published: 2023
• Online Access: http://discol.umk.edu.my/id/eprint/13252/1/SAK55.pdf; http://discol.umk.edu.my/id/eprint/13252/

Teenagers collectively have enormous purchasing power. More importantly, teenagers are trendsetters and early adopters of technology. Their purchasing decisions significantly impact what becomes popular and how families spend their money. This study endeavours to understand the factors affecting Kelantan youth in purchasing products. Icek Ajzen (1991), the TPB model, human behaviour in specific outcomes such as attitude toward the behaviour, subjective norm, and perceived behavioural control was chosen as the framework of this study to explain purchasing behaviour among youth in Kelantan. This research reviewed the existing literature to discover factors influencing purchasing behaviour among youth in Kelantan. Thus, this research has conducted surveys by distributing questionnaires in Google forms to gather data. SPSS software was used to present research data graphically and test research hypotheses.Therefore, this research asked a sample of 384 youth in Kelantan for input, and this research did a descriptive analysis to examine factors affecting purchasing behaviour. This study's findings revealed that perceived behavioural control positively relates to purchasing behaviour among youth in Kelantan. Further, data found perceived behavioural control moderates the relationship more than attitude and subjective norms. Therefore, this finding is very important for business developers to formulate marketing strategies, and they can create a very convenient store platform to meet the needs of young people's lifestyle changes in purchasing behaviour, especially in Kelantan.Finally, some recommendations have been offered for retailers to take the initiative to influence purchasing attention among youth in Kelantan.