Factors influencing consumers’ decision making to purchase dates in Malaysia
This research work explores the consumers’ decision making process in purchasing dates in Malaysia. This consumer behavioural research has acquired a market summary which definitely enlightens the enrichment of materialising the strategy for the business of dates on its industry’s success over here....
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| Format: | Thesis |
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2015
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| Summary: | This research work explores the consumers’ decision making process in purchasing dates in Malaysia. This consumer behavioural research has acquired a market summary which definitely enlightens the enrichment of materialising the strategy for the business of dates on its industry’s success over here. To venture this research work in Malaysia, Selangor state has been chosen where a total of two hundred and ten consumers have participated to answer the questionnaires which are constructed on a basis of five point Likert Scale. A random probability sampling tool has been used to find out the level of consumers’ thoughts and opinions about Country of Origin, price, Quality, brand name, Service, Religious culture and Consumers’ Decision Making process regarding the products of dates available in Malaysia and the level of variable is found to be high . It is found through the descriptive analysis where all the variables have high mean scores which are more than four. From this research results with the aid of Pearson Correlation tests, it is found that all the relationships such as country of origin, price, quality, brand name, Service and religious culture are found to be positive and significant with the consumers’ decision making process in purchasing dates as all the p-values obtained significance at the 0.01 level for 2-tailed. At last the multiple regression analysis suggests that except the brand name all the variables such as Country of origin, Price, Quality, Service, Religious culture with the firms’ green management are significant under the same working environment. |
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