A study on purchase intention towards AgroMas brand / Roemilia Baharin

Baharin, Roemilia (2015) A study on purchase intention towards AgroMas brand / Roemilia Baharin. [Student Project] (Unpublished)

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Abstract

This paper is to examine purchase intention towards AgroMas brand. However, there not much study about the purchase intention towards AgroMas brand which mostly previous study is about SMEs product but they do not explained detail what brand they focusing on. Thus, the theoretical framework was done. With a simple random sampling method used in this research, about 80 questionnaires distributed to the consumers before the results have revealed relationship and significant of conceptual framework of this topic. The researcher distributed the questionnaires among the consumers that come to Giant Senawang during weekdays. There are three conceptual factors which are brand affect, brand familiarity, and brand attitude has been analysed. Then the result of the study would indicate the main influential purchase intention towards AgroMas brand.

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Item Type: Student Project
Creators:
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Baharin, Roemilia
2013261718
Subjects: H Social Sciences > HF Commerce > Marketing > Marketing research. Marketing research companies. Sales forecasting
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 > Purchasing. Selling. Sales personnel. Sales executives
Divisions: Universiti Teknologi MARA, Melaka > Bandaraya Melaka Campus > Faculty of Business and Management
Programme: Bachelor of Business Administration (Hons) Marketing (BA240)
Item ID: 30625
Uncontrolled Keywords: SMEs; Purchase intention; Brand affect; Brand familiarity
URI: https://ir.uitm.edu.my/id/eprint/30625

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