Understanding consumer buying behavior towards fast food restaurant in Kota Samarahan / Nurul Atiqah Jamil

Jamil, Nurul Atiqah (2015) Understanding consumer buying behavior towards fast food restaurant in Kota Samarahan / Nurul Atiqah Jamil. [Student Project] (Unpublished)

Abstract

Consumer buying behavior is considered to be an Inseparable part of marketing and Kotler and Keller (2011) stated that consumer buying behavior is the study of the ways of buying and disposing of goods, services, ideas or experiences by the individuals, groups and organizations in order to satisfy their needs and wants. Alternatively, consumer buying behavior "refers to the buying behavior of final consumers, both Individuals and households, who buy goods and services for personal consumption" (Kumar, 2010). From marketers' point of view issues specific aspects of consumer behavior that need to be studied include the reasons behind consumers making purchases, specific factors influencing the patterns of consumer purchases, analysis of changing factors within the society and others.

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Item Type: Student Project
Creators:
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Jamil, Nurul Atiqah
2012321333
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
Divisions: Universiti Teknologi MARA, Sarawak > Kota Samarahan Campus > Faculty of Information Management
Programme: Bachelor of Business Administration With Honours (Marketing)
Keywords: fast food restaurant, Kota Samarahan , Behavior
Date: June 2015
URI: https://ir.uitm.edu.my/id/eprint/42714
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