Consumer preference for foreign and domestic product: a case study of consumer in Kota Kinabalu / Jairra Phailla Ansibin

The research study is about to identify the consumer preferences for foreign and domestic product : "A case study of consumer in Kota Kinabalu". The study was done to identify which product prefer by Kota Kinabalu consumer which is either foreign product or local product. The study will focus on durable product such as washing machines, microwave ovens, cars and refrigerators. From the study, valuable information and suggestion were gather which is important to improve the quality of the product in the future. Moreover, the information can be use as a tool to firm and manufacture to produce product which can meet the demand and need of the demanding consumer now day.Moreover, 120 respondents have been selected randomly around Kota Kinabalu which categorized as a convenience sampling method. Other than questionnaire, personal interviews also been conducted during the study where opinion and suggestion been collect. As a result, the research run through smoothly whereby the data can be acquire accurately.Finally, the entire research done to identify the preferences of Kota Kinabalu consumer toward foreign product and local product which the result are valuable for firm and organization to produce more advance durable product in the market in order to compete in competitive market.