Factors influencing impulse buying behavior among working ladies in Selangor, Malaysia
<p>Within consumer behaviors studies, impulsive buying behavior is always an</p><p>interesting issue, where many researchers and marketers make efforts to understand it.</p><p>However, due to various marketing techniques and innov...
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| Format: | thesis |
| Language: | eng |
| Published: |
2022
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| Subjects: | |
| Online Access: | https://ir.upsi.edu.my/detailsg.php?det=9697 |
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| Summary: | <p>Within consumer behaviors studies, impulsive buying behavior is always an</p><p>interesting issue, where many researchers and marketers make efforts to understand it.</p><p>However, due to various marketing techniques and innovations, it is much easier for</p><p>consumers to buy impulsively. The research objective of this study is to investigate how</p><p>extrinsic cues affect impulse buying behavior amongst working ladies. The five</p><p>extrinsic cues involved in this research are price, store atmosphere, brand reputation,</p><p>country of origin and social influence. The target population of this study is full-time</p><p>working ladies aged between 16 to 35 years. Purposive sampling technique was used,</p><p>with sampling size of 400. Questionnaire is the research instrument used, and 400</p><p>questionnaires were distributed in One Utama shopping mall, Selangor. The data</p><p>collected was then analyzed using Statistical Packages for the Social Science (SPSS).</p><p>Multiple linear regression analysis was conducted for data analysis. The findings</p><p>revealed that price ( = -0.407, p < 0.05), store atmosphere ( = 0.359, p < 0.05) and</p><p>social influence ( = -0.331, p < 0.05) are significantly influence impulse buying</p><p>behavior of working ladies. However, brand reputation ( = -0.170, p > 0.05) and</p><p>country of origin ( = -0.106, p > 0.05) of the product are not significantly influence</p><p>impulse buying behavior of working ladies. In conclusion, this research provides useful</p><p>information and insight to the marketers of Malaysias apparel industry in</p><p>understanding consumers needs deeper to contribute to the growth of their business.</p><p>This can help Malaysias apparel industry plan and apply suitable marketing strategies</p><p>to enhance their industry performance by understanding their customers needs through</p><p>the utilization of influencers.</p> |
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