Teoh, Swee Yee (2009) A Profile of Generation Y Malaysian: What is their Clothing Purchase Behavior towards Western Brands Apparel? Masters thesis, INTI International University.
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Abstract
This research aimed to reveal behavior of Gen Y Malaysian towards clothing, factors influencing Gen Y purchase intention of western brand apparel and influences of advertisement. The significance level of relationship between Self-Concept results in Need for Uniqueness (NFU), Clothing Interest, Perceived Quality and Emotional Value on Purchase Intention towards western brands apparel have been examined. Meanwhile, differences between gender’s perspective towards clothing evaluative criteria (Fashion, Price, Quality and etc.), frequency of brand often purchased, frequency of purchasing new clothing, monthly clothing expenditures and brand consciousness level have been identified as well. Lastly, this research provides precious implications and comprehensive Generation Y Malaysian’s behavioral preference in apparel to western brand who plan to understand own stands well in Malaysia market.
| Item Type: | Thesis (Masters) |
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| Additional Information: | MBA 1 |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Business |
| Depositing User: | Unnamed user with email masilah.mansor@newinti.edu.my |
| Date Deposited: | 07 Nov 2016 02:43 |
| Last Modified: | 07 Nov 2016 03:08 |
| URI: | http://eprints.intimal.edu.my/id/eprint/539 |
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