YOUTH
BUYING BEHAVIOUR TOWARDS NEW STRAITS TIMES AND THE STAR
By
LEONG
SYT IYEE
ABSTRACT
This study examines the relationship of consumer values, needs and purchase behavior of two newspapers’ (New Straits Times and The Star) readers. Between self-directed values and social affiliation values, self-directed values were underlying determinants of consumer needs to be satisfied by newspaper. Among the three types of needs to be satisfied through newspaper (i.e. experiential needs, functional needs and social needs), experiential needs were the important needs that influenced newspaper purchase behavior of New Straits Times and The Star’s readers. Both New Straits Times and The Star’s readers shows brand loyalty purchase behavior towards newspaper by fulfilled all three types of consumer needs. However, needs that to be fulfilled through brand loyalty purchase behavior differed between New Straits Times and The Star’s readers. For New Straits Times and The Star’s readers, an experiential need (i.e. enjoyable and easy to read) was the important aspect of newspaper appeal to readers. In addition, social image with performance quality assurance was another important feature of newspaper appeal to readers.
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Number: 4