The influence of customer’s purchase decision toward family Takaful product at Etiqa Takaful Berhad / Nurul Hafizah Zaini

Zaini, Nurul Hafizah (2010) The influence of customer’s purchase decision toward family Takaful product at Etiqa Takaful Berhad / Nurul Hafizah Zaini. [Student Project] (Unpublished)

Abstract

This research was conducted focusing on the influence of customer’s purchase decision toward Family Takaful Product at Etiqa Takaful Berhad, Batu Pahat. From this research, the customer’s purchase decisions were consumer attitude, demographic characteristics and purchase perception. The researcher, will do some survey about this topic. To conduct this research, researcher use 50 potential customers or respondent to answering the question. The question is very important for researcher to get the data needed. The result will be come out through Statistical Package for Social Science (SPSS). Then, the main objective of this research is to identify the level of customer’s purchase decision toward the purchase of Family Takaful product. From this research we can see the level of customer’s purchase decision about the purchase of Family Takaful product. Then, the second objective of this study is to rank which of the customers purchase decisions is more effective to increase the sales or the purchase of Family Takaful product. We can see the result from the finding that come out from using of computer based Statistical Package for Social Science (SPSS) Program version 14.0. The last objective from this study is to provide some recommendation on how to increase the sales of Family Takaful product toward customer’s purchase decision about family Takaful product.

Metadata

Item Type: Student Project
Creators:
CreatorsID Num. / Email
Zaini, Nurul Hafizah2008278966
Subjects: H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
H Social Sciences > HF Commerce > Purchasing. Selling. Sales personnel. Sales executives
H Social Sciences > HG Finance > Insurance
Divisions: Universiti Teknologi MARA, Melaka > Bandaraya Melaka Campus > Faculty of Business and Management
Programme: Bachelor of Business Administration (Hons) Insurance (BA241)
Item ID: 30435
Uncontrolled Keywords: Customer’s purchase decision; Takaful product; Consumer attitude; Demographic characteristics; Purchase perception
URI: http://ir.uitm.edu.my/id/eprint/30435

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