The Effect Of External Factors On Purchase

The results contend that demographic, geographic and group squ atomic number 18ly centre Pl. The findings of this study help marketing, man yearsrs and companies to look recent Malayan consumers behavior and Pl. Keywords away factors, leveraging objective (Pl), untested generation, Malaysia 1. Introduction Nowadays, procure intention is more than complicated and more signifi idlert for consumers than in the past. Customers ar encompassed by reports, advertisements, articles and direct mailings that provide large amount of m peerlessy of information.Moreover, distinguishable kinds of outputs, supplies, super markets and shopping malls impart complex and difficult finding making. This study focuses on the young generation in Malaysia be pee-pee of near reasons. Firstly, childlike node segment is known as special segment for whatsoever special products. Secondly, at the period of evolution from youth to early maturity, these customer segments take a shit their unique consumer behaviors and attitudes (Safari, AAA). Thirdly, juveniles effect on their families and shape family consumer behavior finally, young consumers can change and regulate culture as well as society (Safari, AAA).In addition, according to the preliminary studies, investigators argued that the external actors (demographic, geographic and group) ascertain Pl. Besides, in that respect argon some difficulties in applying these factors and measuring their effects on Pl. The effect of demographic on Pl is complicated and confusing that needs to be examined. For instance, consumers 18 to 24-year- ancient argon more likely than other consumers to acquire a product on the spur of the moment and change brands if the mood strikes (Abdul Raze & Summarizing, 2009). isolated from that, there argon still some studies that indicate the males and females be get down and light upon Pl in various Ways. Teenage boys were more utilitarian, whereas manage girls are more social/conspic uous conscious (Cathy & Vincent, 2006). Furthermore, different races consume different behaviors, which can significantly affect Pl for example, the Malady are more patriotic to the local brands compared to two other Malaysian races. Likewise, group influence significantly affects Pl. stem (social networks, television, authoritative, books) influences on young generation in Malaysia and changes their culture, behavior and acquire intention because they expect adapted with other cultures (Eon, Ata & Philip, 2008). 2.Literature Review Purchase intention essence a consumer prefers to deal a product or service cause he/she finds that he/she needs a particular product or service, or even attitude towards a product and perception of product. In other words, bargain for intention means consumer will buy a product once again after she or he evaluates a product and finds out that the product worth buying. While consumers select one particular product, the final decision on accepting 153 WV,m. Essence. Org/birr outside(a) Business Research Volvo. 5, No. 8 2012 a product to buy or rejecting it depends on consumers intention.Also, a large number of external factors have been recognized, which can affect Pl (Keller, 2001). 2. The Effect of Demography on Pl One of the roughly important features which influence Pl is demographic (age, gender and race). Young consumers in different ages have different behavior. A nineteen years old consumer may behave differently with a twenty five years old consumer. For example, some young consumers are more concerned on the label products than other young consumers (Nabob & Mimed, 2010). The effect of gender depends on some factors.For example, females are more concerned about those kinds of products that are directly related to augury because as housewives, the quality of the products is more important or them compared to men. Thereby, label, brands and quality have effects on consumers PI (Seasonal, All & Seabird, 2006 Safa ri, Bibb). The other factors that shape Pl among males and females are information and education. For example, a study shows that females are less experienced with online purchase therefore, they rely on other recommendations than males during decision making process (Ciao & Yang, 2010).Atmosphere and surround also influence on consumers Pl among males and females. An investigation shows that music in restaurants has more effect on females than males. Stephanie Wilson, 2003). In addition, studies showed that men are more take a chance taking than women and they are more reliance on themselves to make purchase decision than women (Seed, 2003). Different ethnic groups act differently to make purchase decision. For example, studies in the United States have shown that African-Americans in some cases have different purchase intentions than the whites (Americans).Some factors can have effects on different races such(prenominal) as media, advertisements, and televisions. The other exam ple shows that 16% of married white women are more likely to do mom purchase than married blackened women in the United States but some other factors (socio-economic, environment, culture, income) could be combine with race to achieve better outcomes (Ciao & Yang, 2010). 2. 2 The Effect of Geography on Pl The other external factor that influences consumers Pl is geography. Locations that products are being produced and manufactured are very important for consumers and can shape their Pl.A place to shop for radical products is crucially integral for consumers. For instance, a research demonstrates that majority of consumers prefer to buy their organic food ND products from hypermarkets and shopping malls and only a some of them enjoy of buying products in farms (Sit & Inertia, 2010). 2. 3 The Effect of Group on Pl Group also affects consumers and their Pl. Previous experiences of celebrities have utilized different assumptions and elemental theoretical grounds Of psychology to d escribe how a tell onship as an influential effect consumers Pl and their behavior (Speed & Thompson, 2000).Sport celebrities as a group of influential figures have significant influences on young consumers especially when they want to make decision to choose a brand and Pl. Star members in each team up have significant effects on consumer behavior. Thus, they would make brand for the teams sponsor because team members are able to attract enormous amount of consumers for a brand (Arcadias & Fairyland, 2006). 3. Research Methodology 3. 1 Measures Data has been in general equanimous based on primary research and secondary research was use as well. Previous literatures were studied to recognize the factors influencing consumer Pl.Learning and understanding key points from previous literatures were combined with this current research study to obtain better results. consume strategy is based on probability based. The population is in age group of 17-32 years old as millennial/young generation. Questionnaire has distributed to some Malaysian universities. According to the aim of this research, the race of population has to be Malaysian only and questions Were written in English language. The sample Was selected from universities (senior and junior students). SPAS soft. argon was used to measure/ analyze the data. 3. 2 Hypothesis Demographic factors positively effects on purchase intention, for example, there is a difference in the midst of young consumers and adult generation in the ease of purchase intention. In some cases, male and female consumers act differently to make purchase decision and also different races have different influences on purchase intention 154 WV. Essence. Org/birr Volvo. 5, NO. 8 2012 (Hide, Gerard & Alex, 2008). Thereby, age, gender and race are strongly affecting Pl, which has been proven by previous studies.HI (a) Age influence PI (b) Gender influence Pl (c) Race influence Pl Malaysia is divided into two different parts west and ea st. Sit (2010) noted that different areas and locations have different effects on consumers behavior and purchase intention. Consumers in cities and villages (rural and urban) have different behavior and purchase intention (Wong & Yah, 2008). Therefore, rural and urban influence Pl differently. H2O Geographic influence on Pl. Friend, relative, colleague/classmates and Media impact on purchase intention. HA Group affects Pl. . 3 Data Collection The questionnaire in this study has been distributed to 350 respondents. 325 respondents have returned the completed questionnaire, which made up 93% of boilersuit responses. We have given the questionnaire to students usually in their classes and we had left them and given them becoming time to answer the questions. After 30 to 45 minutes we went tail end to classes and ask students to return questionnaires. The SPAS software has been used to analyze the effects of external factors (demographic, geographic and group influence) on Pl.Consume rs between 17-32 years old were selected as young generation. The research was carried out at different regions in Malaysia such as International Islamic University Malaysia (MM), University Sebastian Malaysia (LIKE), University Putty Malaysia (JIM), Multimedia University (MIX) and Nation Library. The questions mainly examined the effects of rends, relatives, classmates/colleagues and media on consumers Pl. All scales measured on 7-point Liker-type scales ranging from strongly disagree to strongly agree. The demographic factor is divided into three split up categories.These three groups involved age, gender and race, which will be explained in the hobby subsections. As demonstrated in Table 1, most respondents involved are in the age group of 22-26 years old. Analysis shows that 30. 2% of the respondents function to 17-21 age group, 40. 9% belong to 22-26 age group and only 28. 9% are in the age range of 27-32 years old. The majority of the respondents are females 221 respondent s are female (68%) and 1 04 are males, which contributes to 32% of the total respondents participated in this study.