A study on consumer buying behavioural intention toward branded product in Sungai Petani, Kedah / Siti Maznah Ab Rahman and Umi Nabila Sulaiman

In the earlier years, consumer shopping is based on money value, which shopping is about acquiring needed goods and service. However, nowadays shoppers buy this to reward themselves, to satisfy psychological needs or to make themselves feel good. Modern shoppers buy things to make a statement, to show off their personality or to boost their self-esteem. Thus these kind buying behaviour will lead to the financial issue such as overspending and also unmanageable buying behaviour that causes to the possession of various credit cards. The study was conducted to focus on how consumer buying behaviour intention reacts with regards branded products. The study also would like to understand further whether is there any interaction between the consumer buying behaviour intention toward branded product with the attitude, subjective norms and perceived behaviour control. Attitude, subjective norms and perceived behaviour control are the variables in Theory of Planned Behaviour (TPB). A survey questionnaire was developed using adaptation from earlier study done on the similar topic. Survey question was administered to 384 respondents by approaching the consumer at the mall. The response was collected and analyzed using Statistical Package for Social Science.
Analysis result shows that perceived behaviour control is the most significant factor that contribute to the consumer buying behaviour intention toward branded product, then followed by attitude and subjective norms. In conclusion, the theoretical framework and survey results were mostly in synchronize, however future research could improve the depth and validity of the research related to branded products.