Gender Difference in Consumer Attitude towards Purchasing Made in Malaysia Products
Journal Title: Asian Journal Social Sciences & Humanities - Year 2015, Vol 4, Issue 4
Abstract
Country of Origin (COO) which considered as the “Made –In” product statement has a major effect on consumer buying decision, thus it becomes one of area of interest in consumer behavior studies. The objectives of current study are to investigate the effect of consumer knowledge about products, companies’ reputation on the attitude towards purchase of Made in Malaysia Products (MMP); to evaluate the moderating influence of gender on the determining factors of made in Malaysia products among Malaysia University’s local students. Participants for this study contained of Malaysian universities’ students in Klang Valley area. The multi-stage random sampling method was employed for selecting the participants, whereas self-administered questionnaire was applied for collecting data. Furthermore, using AMOS, a multi-group analysis was applied in investigating the gender influence on the hypothesized model. The current research findings present that knowledge about products is a strongest predictor of the college students’ attitude toward MMP and gender has a considerable moderating influence on the company’s image and attitude towards purchasing MMP.
Authors and Affiliations
Sharifah Haron
Keywords
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- EP ID EP133274
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