Customers purchase behaviour towards the branded shoes in Kangar Perlis Malaysia

Abstract

The aim of this research is to study the customer purchase behavior towards the intention to buy the branded shoes in Kangar, Perlis, Malaysia. The brand equity and customers' intention to purchase the branded shoes had become the fundamental of this study as it serves an approach to understand the relationship between element of brand equity with regards to its's dimensions namely; brand awareness, brand association, brand perception and brand loyalty toward the customer's intention to purchase the branded shoes. A sample size of 380 respondents is selected using the simple random sampling technique from a population of 33,333 people in Kangar, Perlis. Questionnaires are distributed to the participants which frequently visit the Al-Ikhsan, The Store and Bata Shop as well as a portion of demographic information to be filled by respondents. The data collected though the questionnaires are analysed using Statistical Package for Social Science (SPSS) version 22.0. Both descriptive and inferential statistics were used for the purposes of descriptive and co-relational testing respectively and the reliability of the scale used for independent variables containing four dimensions and dependent variables. The Cronbach alpha for each item is more than 0.75. The findings of this study showed that all the variables have positive and significant relationship between element of brand equity model and customer intention to purchase the branded shoes. This research area has a potential to be explored in further future research. Conclusion and recommendation for future research were projected in this study.