A COMPARATIVE
STUDY ON CONSUMERS’ ATTITUDES TOWARD SWATCH AND CASIO WATCH
By
ABSTRACT
Generally, this research is to analyze on consumer’s attitude towards Swatch and Casio bran of watches. There are three components in the attitude model that consists of cognitive component, effective component and conative component. The fishbein Theory of Reasoned Action (TORA) Model is used in this study. There are two parts in the model that is total attitude (A) and subjective norms (SN) that will finally influence the behavioural intention (BI) of consumers. Both secondary and primary data collection methods are used in this research. Secondary research was conducted through a thorough search of periodicals, books and internet. The primary data, however, was conducted through pilot test, individual in-depth interview and survey questionnaire that were distributed to the respondents using the convenience sampling method. There are 185 respondents from both selected shopping mall – Suria KLCC and Mid Valley Megamall consisting both males and females from different backgrounds that participated in this survey. 53.3% of respondents are using the swatch brand of watch whereas 46.5% are using the Casio brand. From the findings and data analysis, the researcher foun that the respondents have a slightly higher positive attitude towards Swatch than Casio. The more favourable attributes are brand reputation, style and design and reasonable price. Consumer are not easily influenced by their family members and close friends. Recommendations made by the salesperson will also not effect consumer’s purchase intention. In availability of spare parts in and inconvenience are however intervening factors that might effect consumers’ buying decision. Based on the conclusion, it is recommended that improvement in terms of watch attributes, creation of long-term relationship with the current customers and provision of after sales services will help to change the consumer attitudes toward the product concerned.
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Bachelor of Arts (Hons) In Marketing
December 2000
Number 2