To determine the factors that influence customer buying behaviour (Generation Y) towards purchasing Amanah Saham Nasional Berhad (ASNB) products / Mohammad Iskandar Karib and Nor Ain Nadia Zamran

Karib, Mohammad Iskandar and Zamran, Nor Ain Nadia (2014) To determine the factors that influence customer buying behaviour (Generation Y) towards purchasing Amanah Saham Nasional Berhad (ASNB) products / Mohammad Iskandar Karib and Nor Ain Nadia Zamran. Student Project. Faculty of Business and Management, Bandaraya Melaka. (Unpublished)

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Abstract

All companies need strategies in order to survive or to become a leader in the market nowadays, therefore a research study towards finding the suitable strategies for Amanah Saham Nasional Berhad had been carried out. This research attempts to determine the influence of the independent variables (financial literacy, family background, and Syariah compliance) on the Gen Y buying behaviour towards purchasing ASNB products. Survey questionnaires were distributed to the students of UiTM Malacca City Campus, Malacca. A Likert Scale has been formed in the questionnaire. The results of the research were obtained by using three methods of analysis which are frequency distribution, reliability test, and Pearson correlation. Furthermore, the process of analyzing and interpreting the data was being presented through tables. Eventually, the results of this study showing that family background is the most influential factor that contributes the Gen Y buying behavior towards purchasing ASNB products.

Item Type: Monograph (Student Project)
Creators:
CreatorsID Num.
Karib, Mohammad IskandarUNSPECIFIED
Zamran, Nor Ain NadiaUNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Marketing > Marketing research. Marketing research companies. Sales forecasting
H Social Sciences > HF Commerce > Purchasing. Selling. Sales personnel. Sales executives
H Social Sciences > HG Finance > Personal finance. Financial literacy
Divisions: Universiti Teknologi MARA, Melaka > Bandaraya Melaka Campus > Faculty of Business and Management (M)
Item ID: 25301
Uncontrolled Keywords: Customer buying behaviour; ASNB products; Financial literacy; Family background; Syariah compliance
Last Modified: 01 Oct 2019 07:09
Depositing User: Perpustakaan UiTM Cawangan Melaka UiTM Cawangan Melaka
URI: http://ir.uitm.edu.my/id/eprint/25301

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