Factors influencing customer patronage behavior towards Kedai Rakyat 1 Malaysia (KR1M) / Ahmad Afiq Zakri, Aida Suraya Abdul Rahim & Nurul Izzati Idrus

The research explores customer patronage behavior of visitors who frequent the Kedai Rakyat 1 Malaysia (KR1M) with the aim of understanding who the main customers are and why they frequent KR1M. It is postulated that price perception, convenience, service quality, variety of assortment and sales and...

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Main Authors:	Zakri, Ahmad afiq, Abdul Rahim, Aida Suraya, Idrus, Nurul Izzati
Format:	Thesis
Language:	English
Published:	2014
Subjects:	Cost effectiveness Advertising campaigns
Online Access:	https://ir.uitm.edu.my/id/eprint/40357/2/40357.pdf
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id	my-uitm-ir.40357
record_format	uketd_dc
spelling	my-uitm-ir.403572021-03-11T07:57:15Z Factors influencing customer patronage behavior towards Kedai Rakyat 1 Malaysia (KR1M) / Ahmad Afiq Zakri, Aida Suraya Abdul Rahim & Nurul Izzati Idrus 2014 Zakri, Ahmad afiq Abdul Rahim, Aida Suraya Idrus, Nurul Izzati Cost effectiveness Advertising campaigns The research explores customer patronage behavior of visitors who frequent the Kedai Rakyat 1 Malaysia (KR1M) with the aim of understanding who the main customers are and why they frequent KR1M. It is postulated that price perception, convenience, service quality, variety of assortment and sales and promotion are variables influencing customer patronage of retail outlets. By using the descriptive method of study based on the survey approach, questionnaires were distributed to 120 respondents. The mall intercept method was utilized as a means of collecting data. Data accumulated was analyzed using descriptive analysis together with correlation and regression analyses to answer the stated research objectives. The outcome of the study found that convenience was the most influencing variable on customer patronage. Although all the variables showed positive correlation with customer patronage, convenience was found to be the main reason that customers frequent KR1M. The recommendation outlined in the study suggested that market penetration would be the best alternative to enhance market growth of KR1M as the present customers appeared to be in line with the target market of KR1M. This strategy was also aligned with KR1M's present Corporate Social Responsibility (CSR) initiative of serving the needs of the urban poor and to ensure that their welfare would be addressed appropriately. 2014 Thesis https://ir.uitm.edu.my/id/eprint/40357/ https://ir.uitm.edu.my/id/eprint/40357/2/40357.pdf text en public masters Universiti Teknologi Mara Cawangan Johor Faculty Of Business Management Daut, Dr. Azizah
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
advisor	Daut, Dr. Azizah
topic	Cost effectiveness Advertising campaigns
spellingShingle	Cost effectiveness Advertising campaigns Zakri, Ahmad afiq Abdul Rahim, Aida Suraya Idrus, Nurul Izzati Factors influencing customer patronage behavior towards Kedai Rakyat 1 Malaysia (KR1M) / Ahmad Afiq Zakri, Aida Suraya Abdul Rahim & Nurul Izzati Idrus
description	The research explores customer patronage behavior of visitors who frequent the Kedai Rakyat 1 Malaysia (KR1M) with the aim of understanding who the main customers are and why they frequent KR1M. It is postulated that price perception, convenience, service quality, variety of assortment and sales and promotion are variables influencing customer patronage of retail outlets. By using the descriptive method of study based on the survey approach, questionnaires were distributed to 120 respondents. The mall intercept method was utilized as a means of collecting data. Data accumulated was analyzed using descriptive analysis together with correlation and regression analyses to answer the stated research objectives. The outcome of the study found that convenience was the most influencing variable on customer patronage. Although all the variables showed positive correlation with customer patronage, convenience was found to be the main reason that customers frequent KR1M. The recommendation outlined in the study suggested that market penetration would be the best alternative to enhance market growth of KR1M as the present customers appeared to be in line with the target market of KR1M. This strategy was also aligned with KR1M's present Corporate Social Responsibility (CSR) initiative of serving the needs of the urban poor and to ensure that their welfare would be addressed appropriately.
format	Thesis
qualification_level	Master's degree
author	Zakri, Ahmad afiq Abdul Rahim, Aida Suraya Idrus, Nurul Izzati
author_facet	Zakri, Ahmad afiq Abdul Rahim, Aida Suraya Idrus, Nurul Izzati
author_sort	Zakri, Ahmad afiq
title	Factors influencing customer patronage behavior towards Kedai Rakyat 1 Malaysia (KR1M) / Ahmad Afiq Zakri, Aida Suraya Abdul Rahim & Nurul Izzati Idrus
title_short	Factors influencing customer patronage behavior towards Kedai Rakyat 1 Malaysia (KR1M) / Ahmad Afiq Zakri, Aida Suraya Abdul Rahim & Nurul Izzati Idrus
title_full	Factors influencing customer patronage behavior towards Kedai Rakyat 1 Malaysia (KR1M) / Ahmad Afiq Zakri, Aida Suraya Abdul Rahim & Nurul Izzati Idrus
title_fullStr	Factors influencing customer patronage behavior towards Kedai Rakyat 1 Malaysia (KR1M) / Ahmad Afiq Zakri, Aida Suraya Abdul Rahim & Nurul Izzati Idrus
title_full_unstemmed	Factors influencing customer patronage behavior towards Kedai Rakyat 1 Malaysia (KR1M) / Ahmad Afiq Zakri, Aida Suraya Abdul Rahim & Nurul Izzati Idrus
title_sort	factors influencing customer patronage behavior towards kedai rakyat 1 malaysia (kr1m) / ahmad afiq zakri, aida suraya abdul rahim & nurul izzati idrus
granting_institution	Universiti Teknologi Mara Cawangan Johor
granting_department	Faculty Of Business Management
publishDate	2014
url	https://ir.uitm.edu.my/id/eprint/40357/2/40357.pdf
_version_	1783734576612376576

Factors influencing customer patronage behavior towards Kedai Rakyat 1 Malaysia (KR1M) / Ahmad Afiq Zakri, Aida Suraya Abdul Rahim & Nurul Izzati Idrus

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