The Factor That Influence Consumer Decision Making In Purchasing Sports Equipment In Kuching

James, Tambi (2017) The Factor That Influence Consumer Decision Making In Purchasing Sports Equipment In Kuching. [Final Year Project Report] (Unpublished)

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Abstract

The purpose of this study is to determine the factors influence consumer decision making in purchasing sports equipment in Kuching. This study examines the five main factors which are quality consciousness, brand consciousness, price consciousness, recreational consciousness, and impulse buying influence most to the consumer decision making. The population of this study was 384 respondents in selected sports centre located in Kuching and questionnaires were distributed to the respondents. The research methodology used in this study was pilot test, reliability test, mean, Pearson's Correlation and multiple regression analysis. The results of the finding show that brand consciousness is the main factor that influences consumer decision making in purchasing sports equipment in Kuching while recreational consciousness is the least. Multiple regression analysis indicated that all the independent variables have significant positive relationship with consumer decision making except recreational consciousness. Discussion and implication to business was being discuss in the end of this research.

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