Sikap dan keinginan tingkah laku pengguna dalam pemilihan telefon bimbit: kajian kes di Bandar Baru Bangi, Selangor
Information on consumer behavioural intention in choosing a product is important for an organisation to determine product promotion and marketing strategies. In this study, we use Fishbein Model to analyse the consumer behavioural intention regarding the choice of the mobile phone brand. Three po...
| Main Authors: | , , , , , , |
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| Format: | Article |
| Published: |
Penerbit ukm
2009
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| Online Access: | http://journalarticle.ukm.my/1917/ http://journalarticle.ukm.my/1917/ |
| Summary: | Information on consumer behavioural intention in choosing a product is important for an
organisation to determine product promotion and marketing strategies. In this study, we use
Fishbein Model to analyse the consumer behavioural intention regarding the choice of the
mobile phone brand. Three popular mobile phones were chosen. The study involved a
questionnaire-based survey on 112 respondents of mobile phone users. The results show that
there exist tendencies in the majority of the customers to choose a particular brand from others |
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