A study on the factors that contribute to customers' preference in selecting Asuh magazine / Rabia'tul Adawiyah Abdul Halim

This research was conducted to study the factors that contribute to customers' preference in selecting Asuh magazine. Generally, the objective of this research is to identify the influencing factors of customers' preference in selecting Asuh magazine. Specifically, the research objectives are to identify factors that contribute to customers' preference towards Asuh magazine. And also to give suggestions and recommendations to the management as to increase the number of customers and enhance customers' awareness towards Asuh magazine. The researcher has chosen the current customers and potential customers at the aged 10-13 years old and which was focused on Klang Valley and Selangor areas where high performing sales of Asuh magazine. The questionnaires have been distributed to Asuh magazine current and potential customers. The researcher has distributed about 100 questionnaires to Asuh magazine current customers and potential customers, the respondents come from different demographic and characteristics in order to generate findings that can truly represent the findings of the research. Product attributes, price charged and place/location are the independent variables that being selected by the researcher. After collecting the data and analyze it, the result shows that there is association or relationship between these independent variables and customers' preference in selecting Asuh magazine. The finding also shows that the factors that contribute customers' preference in selecting Asuh magazine are product attributes and place/location. By conducting this research also, the researcher hopes that Galeri llmu Sdn Bhd can improve their magazine in order make sure that the customers prefer to buy their magazine rather than others magazine.