A STUDY ON
CONSUMER ATTITUDE AND PURCHASE BEHAVIOUR TOWARDS BUYING A MOTORCYCLE IN PENANG
(MODENAS KRISS 1 Versus HONDA EX5 100)
By
ABSTRACT
his research had been conducted to examine the underlying factors (consumer attitude) that contribute to consumer’s intention and behavior towards buying two selected brands of motorcycle (MODENAS KRISS 1 VS. HONDA EX5) by taking social influences and other intervening factors into consideration with reference to Theory of Reasoned Action Model. Six hypothesis were used to evaluate the Theory of Reasoned Action Model by using crosstabulation and one of the hypotheses was rejected due to its insignificance. Another six hypotheses were constructed to determined the significant differences between HONDA and MODENAS motorcycle in terms of the product attributes by means of independent t-test. The result disclosed that HONDA motorcycle is greater than MODENAS motorcycle in terms of product attributes. Based on the findings, there was are linkage between consumer attitude and purchase behavior for both brands of motorcycle. Subjective norm (combination of the consumer normative belief and motivation to comply) was also the main element that effect consumer’s purchase intention, specially family members. However, consumers attitude is not having as strong linkage as purchase intention to behavior and it is concluded that purchase intention is the a predictor of purchase behavior. Besides, intervening factors were also the key barriers in influencing consumer purchase behavior. Finally, conclusions and recommendations were discussed based on the results and findings of the research. Recommendations were mainly discussed for both brands of motorcycle on how to deal with the people in Penang towards buying a motorcycle.
Full text source:
Bachelor of Arts (Hons) In Marketing
December 1999