A COMPARATIVE
STUDY ON CONSUMER’S ATTIDUDE AND PURCHASE BEHAVIOUR TOWARDS TWO DIRECT SELLING
COMPANIES VIZ AVON (M) SDN.BHD. AND NUTRI METICS WORLDWIDE (M) SDN.BHD. IN THE
KLANG VALLEY
By
ABSTRACT
This study was about a comparison on consumers’ attitude and purchase behavior towards two direct selling companies viz. Avon (M) Sdn. Bhd. and Nutri-Metics Worldwide (M) Sdn. Bhd. the main aim of this research was to identify the underlying factors that effect consumers’ behavioral intention towards buying (Avon or Nutri-Metics) products, recognizing that certain uncontrollable factors inhibit prediction of behavior. To this end the research was divided into six chapters. In chapter 1, the direct selling industry and companies (Avon and Nutri-Metics) background were introduced. Then, the significant of this study would be explained, in which how this study could provide improvement and useful information in terms of consumers attitudes and purchase behavior, product attributes, social influence and other intervening factors. Following that, the theoretical foundation to this research was discussed in chapter 2, by introducing the current state of marketing knowledge about attitude. This chapter expended the importance to understand why and how attitude were relevant in consumer behavior and marketing based on this study. Then, the research methods that would be used to carry out this research were discussed in chapter 3. the theoretical framework of this study was based on the Theory of Reasoned Action Attitude Model. The statements of hypothesis were divided into group I (the comparison of product attributes) group II (the determination of relationships). Interviews and questionnaires were two main research approaches of this research. In chapter 4, the findings and analysis of this research were presented. The findings showed that there was a significant different between Avon and Nutri-Metics in terms of product attributes. In addition, the overall findings about the evaluation of the model proved the interrelated attitudes components. The summary of the whole report was explained in chapter 5. it detailed about the important facts and information that had impacts towards the results of the findings. On the other hand, the same chapter outlined the recommendations to effectively and efficiently persuade and induce consumers at Klang Valley.
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Bachelor of Arts (Hons) In Marketing
August 2001
Number 3