This chapter mainly emphasis and explains the research outline of the study. The flow starts with underlining the background of the intended study and the problem statement followed by research questions and research objectives. Significance of the study will be the last part for this chapter.
1.1 BACKGROUND OF STUDY
Nowadays companies are more concerned on individual consumer behaviour. It helps them to yield information about how the consumers think, feel and choose their products. Every individual is consumer and human behaviour encompasses every thought, feeling or action by people. This implies that every thought, motive, sensation and decision that is made every day, is classified as behaviour. Belch & Belch (1990) provide a link between human behaviour and consumer behaviour, by stating that consumer behaviour has been defined as the study of human behaviour in a consumer role. Consumer behaviour, according to Walters (1974), represents specific types of human actions, namely those concerned with the purchase of products and services from marketing organizations.
Consumer behaviour is the study of the processes involved when individual or groups select, purchase, use, or dispose of the product, service, ideas or experiences to satisfy needs and wants (Michael Solomon, 1998). The expand view of consumer embrace much more than the study of why and what consumer buy, but also focuses on how marketer influence consumers and how consumers influence towards product quality and safety.
Customers are in a tough spot. Individuals have exposed to different window of information and varieties of products; many great deal of choices and options available in the market place impulse their purchase decision. However the interpretation and decision making is different among individuals and also influenced by internal consumer behaviour and external factors.
The study of consumer behaviour will help to explain such type of buying behaviour. Moreover consumer and buyer behaviour is in fact an ongoing process, not merely indicates the interaction between consumers and marketers at the time of purchase but it includes various stages in the consumption process: pre purchase issue, purchase issues and post purchase issues. (Solomon, 2013,)
There are two perspectives on consumer research should be discussed, which are two type of approaches: Positivist approach and Interpretivist approach. Whilst positive approach (sometimes called Modernism) emphasizes that human reason is supreme and there is a single, objective truth that science can discover; in interpretivism approach ( or so-called postmodernism) , the interpretivist emphasizes the important of symbolic, subjective experience and the idea that meaning is in the mind of the person in other word individuals construct their own meanings base on individuals own unique and shared cultural experiences, therefore there is no right or wrong answers. More importantly, research relationship in interpretivist approach focuses on interactive, cooperative with researcher being part of phenomenon under study. (Solomon, 2013)
The aim of this study is to examine the behaviour of buying goods on the quality and safety. Specifically, to find out the actual factors which influencing the behaviour of buying goods on the quality and safety.
1.2 PROBLEM STATEMENT
In this era, consumer nowadays have exposed with the really huge of market which offering a lots of variety of products with different quality and safety.
A few research studies were held to investigate the behaviour of buying goods on the quality and safety. As consumer behaviour in making purchasing decision is unpredictable, the consumer need to make sure the product that they would buy have to be works with the price that they pay and most important have to make sure the quality in term of safety.
Besides, there are many researches that have been done by researchers in recently. In their studies, they have identified various determinants the behaviour of buying goods on the quality and safety.. However, the results are not consistent and tend to be different from time to time or country to country. Therefore, by here, this study would try to find out the answer for the question and examine what are the actual the behaviour of buying goods on the quality and safety.
To conclude, a research study about the behaviour of buying goods on the quality and safety.It is important for this study to be conducted.
1.3 RESEARCH QUESTIONS
This study attempts to answer the following research question:
What are the factors that influence the behaviour of buying goods on the quality and safety?
Does income aspect of personal factors association the behaviour of buying goods on the quality and safety?
Does attitude aspect of psychological factors association the behaviour of buying goods on the quality and safety?
Does cultural factors association the behaviour of buying goods on the quality and safety?
Does reference group aspect of social factors association the behaviour of buying goods on the quality and safety?
1.4 RESEARCH OBJECTIVES
The main objective of this research is to study the behaviour of buying goods on quality and safety among the residents of Kuala Lumpur. From the research questions, the objectives of the study are:
To study the relationship between income aspect of personal factors and the behaviour of buying goods on quality and safety.
To study the relationship between attitude aspect of psychological factors and the behaviour of buying goods on quality and safety.
To study the relationship between cultural factors and the behaviour of buying goods on quality and safety.
To study the relationship between reference group aspect of social factors and the behaviour of buying goods on quality and safety.
H1: Personal factors has a significant positive influence on consumer behaviour towards product quality and price.
H2: Psychological factors has a significant positive influence on consumer behaviour towards product quality and price.
H3: Cultural factors has a significant positive influence on consumer behaviour towards product quality and price.
H4: Social factors has significant a positive influence on consumer behaviour towards product quality and price.
SIGNIFICANCE OF STUDY
1.6.1 Significance of Consumer Behaviour
Understanding the reasons for studying a discipline enables one to better appreciate its contributions. Studying consumer behaviour has a lot of benefits to marketers that enable them to create long lasting relationship with customers.
1.6.2 Significance in Daily Lives
In a general sense, the most important reason for studying consumer behaviour is the significant role it plays in our lives. Much of our time is spent directly in the market place, shopping or engaging in other activities. A large amount of additional time is spent thinking about products and services, talking to friends about them, and seeing or hearing advertisements about them. In addition, the goods we purchase and the manner in which we use them significantly influence how we live our daily lives. These general concerns alone are enough to justify our study. However, many seek to understand the behaviour of consumers for what are thought to be more immediate and tangible reasons.
1.6.3 Significance to Future Researchers
This study also benefit and help the future researchers as their guidance. Besides that, due to limited numbers of research studies done in Malaysia, this study is able to help future researcher to collect more information and have better understanding on behaviour of buying goods towards product quality and safety.
This study consists of five chapters. Chapter one is the Introduction in which the background, problem statement, research objectives, significance and the scope of the study are explained. Chapter Two consists of Literature Review where exploration on similar research in regards to the current study has been carried and their findings. In Chapter Three we look at the Research Methodology, explaining the techniques and ways of obtaining information when carrying this study and also the sample size of the study. Once the results are obtained, the analysis will be carried out under Chapter Four. Lastly the findings from this study will be presented in Chapter five with the suitable recommendations and suggestions for future research.