文章基本信息

标题：The Intention of Purchasing Power Towards Adidas Sportswear in Klang Valley, Kuala Lumpur
本地全文：下载
作者：Smitha Geetha ; Smitha Geetha ; Akram Abdulraqeb Sultan Al-Khaled 等
期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2020
卷号：10
期号：9
页码：170-184
DOI：10.6007/IJARBSS/v10-i9/7719
语种：English
出版社：Human Resource Management Academic Research Society
摘要：In any service industry and especially the Retail Industry, getting to know what influences the consumer’s purchasing intention have become the main factor for companies to recognize in order to efficiently and effectively market their products to the market. As economic is changing, the factors that influence consumer’s purchasing intention, it tends to change as well. That is why it is difficult to grasp what motivates them to buy. In Malaysia, the Retail Industry business have been growing and expanding as a lot of international brands are entering the Asia market to meet the needs and wants of different segment of customers. As such, the consumer’s purchase intention has become more and more of an important factor for companies and brands to understand as there are a lot of competitors that would want to compete with similar customers, so knowing the customer’s intention to purchase will give an advantage to the companies and brands. Therefore, this study is done in order to look for the most influential factors that motivate the consumer’s purchase intention on Adidas sportswear in the area of Klang Valley, Kuala Lumpur. This study focuses on the factors that influence consumer’s purchase intention on Adidas sportswear such as Celebrity Endorsement, Brand Personality and also Brand Image. The sampling that will be used in the study would be convenient sampling and a total of 200 respondents will be chosen randomly to assists with the study. Data collected will be analysed using Statistical Package for the Social Sciences AMOS (SPSS) and for the purpose of data analysis, Regression as well as Descriptive Analysis will be used.