A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS MEN’S UNDERGARMENTS: A COMPARISON BETWEEN DEPI AND BYFORD IN SEREMBAN, NEGERI SEMBILAN
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ABSTRACT
This research had been conducted to examine the factors that affect the consumer buying behaviour when purchasing men’s undergarments, a comparison between DEPI and BYFORD in Seremban, Negeri Sembilan. The methods is done base on the Consumer Buying Behaviour Model, which includes the factors that influence the consumer buying behaviour (cultural, social, personal and psychological). The methods that have been use to gather the information for this research includes the primary data (observation, interview and questionnaire) and secondary data (Internet and published materials). The total hypotheses for this research are fifteen. Three out of fifteen hypotheses were conducted to determine the significant differences between DEPI and BYFORD in terms of the product attributes, price and packaging by using the independent T-test (SPSS). Another twelfth hypotheses used to evaluate the consumer buying behaviour model by referring to the factors that affect consumer buying behaviour. The twelfth hypotheses were evaluated by using Chi-square test and LAMBDA statistic (SPSS). In order to simplify the demographic data that analyzed, bar charts and pie charts (Microsoft Excel) were use. Based on the findings, the results disclosed that there is a significant differences between DEPI and BYFORD in terms of product attributes, price and packaging. Other factors that had been use for testing are found some of the factors having a strong linkage in influencing the consumer buying behaviour and some of the factors are not. Conclusions were discussed based on the findings or data analysis. Finally, recommendations were mainly discussed for both brands (DEPI and BYFORD) and the undergarments industry on how to deal with the people in Seremban, Negeri Sembilan towards buying men’s undergarments.
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Bachelor of Arts (Hons) In Marketing
August 2001
Number 13