Brand image perception and its influence on purchase decision: Celcom (M) Bhd / Sabariah Sidek

Sidek, Sabariah (2009) Brand image perception and its influence on purchase decision: Celcom (M) Bhd / Sabariah Sidek. [Student Project] (Unpublished)

Abstract

Purchase decision is basically come through by customers and consumers perception that those already use the services and product which have in market. Sometimes, the changes of image by one company can make the loyal and new customers confuse. This study helps us extend our understanding of the relationship between purchase decision, perception and image. The objective of this paper is firstly to determine the perception of customers towards brand image on CELCOM (M) BHD. Secondly, to identify the strongest factor of the brand image. Thirdly, to examine the relationship selected respondent’s profile and purchase decision. Lastly is to recommendation to CELCOM management on how to improve their brand image to increase purchase from customers. The factors of brand image perception that contribute to the
purchase decision are the network coverage, product offering, and the value and customer service. The objective of this research is a also to identify the factor of image and perception that are positively related to purchase decision on CELCOM (M) BHD.

Metadata

Item Type: Student Project
Creators:
Creators
Email / ID Num.
Sidek, Sabariah
2007144427
Subjects: H Social Sciences > HF Commerce > Marketing
H Social Sciences > HF Commerce > Marketing > Marketing research. Marketing research companies. Sales forecasting > Market surveys. Including brand choice. Brand loyalty
H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
Divisions: Universiti Teknologi MARA, Melaka > Bandaraya Melaka Campus > Faculty of Business and Management
Programme: Bachelor of Business Administration (Hons) Marketing (BA240)
Keywords: Brand image perception; Purchase decision; Consumers perception
Date: 2009
URI: https://ir.uitm.edu.my/id/eprint/30704
Edit Item
Edit Item

Download

[thumbnail of 30704.pdf] Text
30704.pdf

Download (214kB)

Digital Copy

Digital (fulltext) is available at:

Physical Copy

Physical status and holdings:
Item Status:

ID Number

30704

Indexing

Statistic

Statistic details