Management
Lily Yap; Rashad Yazdanifard
Abstract
Shopping has become an important lifestyle activity especially for the millennials, however due to the lack of consumer knowledge, purchase decision has become more difficult for consumers in terms of buying different products including sports shoes. Furthermore, there is lacking literature to examine ...
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Shopping has become an important lifestyle activity especially for the millennials, however due to the lack of consumer knowledge, purchase decision has become more difficult for consumers in terms of buying different products including sports shoes. Furthermore, there is lacking literature to examine the impact of consumer shopping behaviour and no specific research on sports shoes market has ever been done by any scholar. This research was conducted to fill the research gap and the main purpose is to evaluate the purchasing behaviour of Generation Y towards the sports shoes in the Malaysian market. This research will benefit the sports shoes executives both locally and internationally, be it brand expansion, market positioning or marketing strategy purpose. This research used a primary quantitative method and an inductive approach via Google survey questionnaire to collect data from 100 Generation Y participants. Data analysis was done using Multiple Regression and Pearson Correlation in SPSS. The variables selected for the research were cost effectiveness, income levels, innovation and creativity, and cultural and personal factors. This research showed that cost-effectiveness and income levels were the most influential factors for Generation Y consumer decision-making process in buying sports shoes. While regression analysis revealed that there is a significant relationship of innovation and creativity and income of individuals while the rest of the variables are insignificantly related to the buying behaviour. It has been recommended that sports shoe companies to diversify target market, provide customised shoes and introduce budget friendly products.
Management
Yap Lily; Rashad Yazdanifard
Abstract
This research paper debates about the direct impact of consumer buying decision in relation to the Malaysian sports shoe market. To create outstanding marketing plans to entice the market, it is utmost important for the marketers to understand the consumer buying decision pattern. Therefore, to address ...
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This research paper debates about the direct impact of consumer buying decision in relation to the Malaysian sports shoe market. To create outstanding marketing plans to entice the market, it is utmost important for the marketers to understand the consumer buying decision pattern. Therefore, to address this issue, this research will study the main factors that influences the consumer buying decision on sports shoes available in Malaysia and the extend of impact for each factor. The four buying factors identified in this research are income expectations, cost-effectiveness, innovation and creativity and lastly cultural and personal factor. Asides, this paper also addresses the theories on rational behavior which outline the five-step process of consumers purchase and impulsive behavior which primarily motivated by external stimuli. This paper has concluded that the understanding of consumer buying decision not only helps marketers to create and shape effective marketing strategies but also keep the Malaysian sports shoes market competitive in the long run.
