A study on student purchasing behavior of UiTM student Sabah branch toward KFC Restaurant / Sheila Yusof

This research is conducting as a requirement of the syllabus for subject Marketing Research (MKT536). The students are required to do a research around UiTM Sabah branch campus to define the purchasing behavior of UiTM student. At the beginning of semester, my lecturer, Professor Madya Mat Yasin has...

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Main Author:	Yusof, Sheila
Format:	Thesis
Language:	English
Subjects:	Consumer behavior Consumers' preferences Consumer research Including consumer profiling
Online Access:	https://ir.uitm.edu.my/id/eprint/95183/1/95183.pdf
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id	my-uitm-ir.95183
record_format	uketd_dc
spelling	my-uitm-ir.951832024-05-30T15:10:44Z A study on student purchasing behavior of UiTM student Sabah branch toward KFC Restaurant / Sheila Yusof Yusof, Sheila Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling Purchasing. Selling. Sales personnel. Sales executives This research is conducting as a requirement of the syllabus for subject Marketing Research (MKT536). The students are required to do a research around UiTM Sabah branch campus to define the purchasing behavior of UiTM student. At the beginning of semester, my lecturer, Professor Madya Mat Yasin has instructed us to do a research and submit the report. So in this research, I'll choose KFC restaurants as my research project to identify the student purchasing behavior at KFC restaurants. In order to complete this project, I need to distributed questionnaire for 120 respondents from 11 courses that representing UiTM Sabah branch student. I choose to use quota sampling as my sampling technique because it will make me easier to find the respondent. My major finding in this research, almost student of UiTM Sabah eat KFC. There are few factor that influence their purchasing behavior at KFC restaurants such as food, price, promotion and service. In my research, I also give recommendation to KFC in order to fulfill customer satisfaction. Here I suggest that KFC should give better services, add more variety of food and also maintains the quality of food and services. Thesis https://ir.uitm.edu.my/id/eprint/95183/ https://ir.uitm.edu.my/id/eprint/95183/1/95183.pdf text en public Universiti Teknologi MARA, Sabah Faculty of Business and Management
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
topic	Consumer behavior Consumers' preferences Consumer research Including consumer profiling Consumer behavior Consumers' preferences Consumer research Including consumer profiling
spellingShingle	Consumer behavior Consumers' preferences Consumer research Including consumer profiling Consumer behavior Consumers' preferences Consumer research Including consumer profiling Yusof, Sheila A study on student purchasing behavior of UiTM student Sabah branch toward KFC Restaurant / Sheila Yusof
description	This research is conducting as a requirement of the syllabus for subject Marketing Research (MKT536). The students are required to do a research around UiTM Sabah branch campus to define the purchasing behavior of UiTM student. At the beginning of semester, my lecturer, Professor Madya Mat Yasin has instructed us to do a research and submit the report. So in this research, I'll choose KFC restaurants as my research project to identify the student purchasing behavior at KFC restaurants. In order to complete this project, I need to distributed questionnaire for 120 respondents from 11 courses that representing UiTM Sabah branch student. I choose to use quota sampling as my sampling technique because it will make me easier to find the respondent. My major finding in this research, almost student of UiTM Sabah eat KFC. There are few factor that influence their purchasing behavior at KFC restaurants such as food, price, promotion and service. In my research, I also give recommendation to KFC in order to fulfill customer satisfaction. Here I suggest that KFC should give better services, add more variety of food and also maintains the quality of food and services.
format	Thesis
author	Yusof, Sheila
author_facet	Yusof, Sheila
author_sort	Yusof, Sheila
title	A study on student purchasing behavior of UiTM student Sabah branch toward KFC Restaurant / Sheila Yusof
title_short	A study on student purchasing behavior of UiTM student Sabah branch toward KFC Restaurant / Sheila Yusof
title_full	A study on student purchasing behavior of UiTM student Sabah branch toward KFC Restaurant / Sheila Yusof
title_fullStr	A study on student purchasing behavior of UiTM student Sabah branch toward KFC Restaurant / Sheila Yusof
title_full_unstemmed	A study on student purchasing behavior of UiTM student Sabah branch toward KFC Restaurant / Sheila Yusof
title_sort	study on student purchasing behavior of uitm student sabah branch toward kfc restaurant / sheila yusof
granting_institution	Universiti Teknologi MARA, Sabah
granting_department	Faculty of Business and Management
url	https://ir.uitm.edu.my/id/eprint/95183/1/95183.pdf
_version_	1804889949954113536

A study on student purchasing behavior of UiTM student Sabah branch toward KFC Restaurant / Sheila Yusof

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