Factors Affecting the Consumer’s Decision on Purchasing Power

Abstract

The purpose of this study is to evaluate the determinants of decision making, purchasing motorcycles from students’ perspectives of University Sains Malaysia in Penang. The research model used in this study was adapted from “Model of Buyer Behavior”. This study shows three factors (product, price, and place) affected the consumer’s decision on buying motorcycles in Penang, Malaysia. The primary data were collected from 415 students of University Sains Malaysia, main campus, and analyzed by using statistical techniques, like Percentage, mean and standard deviation. The result has shown that the mention three factors was significance in students’ decision on buying motorcycles. Most respondents have given importance to purchase the cheapest Motorcycles from competitors. The consumers give keen interest in shops distributing only Motorcycles and also respondents have an importance on Personal Relationship with owners/providers.