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A Study On The Factors Which Will Affect Consumer Buying Behaviour Towards Healthcare Products

Te, Jie Shen (2016) A Study On The Factors Which Will Affect Consumer Buying Behaviour Towards Healthcare Products. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Health is very important and the rate of growing in total cost of healthcare is not sustainable throughout this century. However, consumers have different consumer buying behavior and they are difficult to make their purchase decision on healthcare products. This research aimed to study the factors of consumers buying behavior towards healthcare products in Malacca area in order to understand the factors which will affect consumers` buying decision on healthcare products. There were five research objectives identified which were to analyze the influence of cultural factor towards consumer buying behavior towards healthcare products, to analyze the influence of social factor towards consumer buying behavior towards healthcare products, to analyze the influence of personal factor towards consumer buying behavior towards healthcare products, to analyze the influence of psychological factor towards consumer buying behavior towards healthcare products and to analyze the influence of intrinsic and extrinsic cue towards consumer buying behavior towards healthcare products. A set of survey questions was prepared and distributed to 382 respondents to learn about their opinions based on the factors identified in the research. The researcher used descriptive analysis, correlation analysis and multiple regression analysis to analyze the data. The result of the study had concluded that out of the five variables, personal factor, psychological factor and intrinsic and extrinsic cue were said to play a significant role in influencing consumer buying behavior towards healthcare products while cultural factor and social factor were said to have no significant effect on it. The researcher recommended the future research study could cover other areas in Malaysia and cover more specific healthcare product categories to provide more useful and accurate data for healthcare industries.

Item Type: Monograph (Project Report)
Uncontrolled Keywords: 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 01:17
Last Modified: 31 Jul 2017 01:17
URI: http://eprints.utem.edu.my/id/eprint/18957

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