Examine cosequences of Malaysia Gen-Y behaviour in buying imported luxury fashion apparel goods

Lim, Lee Heong (2019) Examine cosequences of Malaysia Gen-Y behaviour in buying imported luxury fashion apparel goods. Final Year Project, UTAR.

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Abstract

This research aims to study the relationship between materialism, social value, social influence, needs of uniqueness, and brand consciousness towards buying behaviour of Malaysia Gen-Y in imported luxury fashion apparel goods. The target respondents in this research are Gen-Y who are aged between 19-39 years old. Besides 200 sets of questionnaire were collected while only 192 sets of questionnaire are valid. Data collected from the survey are analysed using Statistical Package for Social Sciences SPSS version 25. Respondents’ feedback was analysed and presented through descriptive analysis, reliability analysis, Pearson Correlation and Multiple Regression Analysis. The research findings shows that materialism, social value, social influence, needs of uniqueness and brand consciousness have significant relationship with the buying behaviour. Lastly, managerial implications have been discussed to provide insightful information to marketer or company of luxury brand. Last but not least, the limitations associated with thus research were stated and recommendations were developed in order to assist future researcher in managing the limitations.

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