Purchasing Behaviour among Small Medium Enterprise (SME) customer during Covid-19 Pandemic using 7Ps approach.
Covid-19 Pandemic has an impact toward the businesses wide range inclusive Small Medium Enterprise (SME). The main purpose of this study is to investigate the purchasing behaviour of SME customer during Pandemic Covid -19 by using 7Ps approach. This study measured the relationship between 7Ps...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
2022
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| Subjects: | |
| Online Access: | http://eprints.uthm.edu.my/7180/1/J14143_29ce16664474d9219bf5d944bd318561.pdf http://eprints.uthm.edu.my/7180/ |
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| Summary: | Covid-19 Pandemic has an impact toward the businesses wide range inclusive Small
Medium Enterprise (SME). The main purpose of this study is to investigate the purchasing
behaviour of SME customer during Pandemic Covid -19 by using 7Ps approach. This study
measured the relationship between 7Ps factors with purchasing behaviour in SME. Based
on reliability test, all constructs are reliable and fit for mass data collection. Using
convenience sampling, 105 of good questionnaires was able to be obtained for analysis
using Statistical Package Social Science (SPSS) Statistic 26. Pearson correlation has been
used to measure the relationship between 7Ps factors and purchasing behaviour. The result
shows that all 7Ps factors has strong and positive relationship with purchasing behaviour.
Factors with highest correlation with purchasing behaviour is People (0.903). This is
followed by Product (0.766) and Price (0.747). Factors with least correlation with
Purchasing behaviour is Place (0.558). These findings provided contribution to the
literature in this field and help SME owner to strategies their businesses to retain and
increase number of customers. This study can be expended to include customer retention
in the framework. |
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