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Gen Y Purchasing Power Of Technology Product

Huasin, Mohammad Hizwan Shah (2016) Gen Y Purchasing Power Of Technology Product. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

The purpose of this study is to investigate the most factor that influencing Gen Y lifestyle in purchasing power of technology products. The purchasing power of Gen Y was increased and was estimated to increase continuously with the growth of technology. The study used the theory of consumer behavior model by Philip Kotler (1998). The sample size consists of 100 Gen Y that has age range between 18 to 34 years old and the questionnaire is distributed through internet using Google Document and by hand. The analyses of data are completed using multiple linear regressions. The result will help marketers to understanding the purchasing behavior of Gen Y based on their lifestyle.

Item Type: Monograph (Project Report)
Uncontrolled Keywords: Purchasing - Decision making, Consumer behavior
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
Divisions: Library > Projek Sarjana Muda > FPTT
Depositing User: Mohd Hannif Jamaludin
Date Deposited: 31 Jul 2017 01:16
Last Modified: 31 Jul 2017 01:16
URI: http://eprints.utem.edu.my/id/eprint/18938

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