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The Effect Of External Factors On Purchase Intention Amongst Young

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The Effect Of External Factors On Purchase Intention Amongst Young
International Business Research; Vol. 5, No. 8; 2012
ISSN 1913-9004
E-ISSN 1913-9012
Published by Canadian Center of Science and Education

The Effect of External Factors on Purchase Intention amongst Young
Generation in Malaysia
Abdolrazagh Madahi1 & Inda Sukati1
1

Faculty of Management and Human Resource Development, Universiti Technologi Malaysia (UTM), Johor
Bahru, Malaysia
Correspondence: Abdolrazagh Madahi, Faculty of Management and Human Resource Development, Collage 15
(KTGB), XA2, Room 701, Universiti Technologi Malaysia (UTM), 81310 Johor Bahru, Johor, Malaysia. Tel:
60-16-691-4688. E-mail: khosoof_emaddeh@yahoo.com
Received: March 26, 2012

Accepted: April 25, 2012

Online Published: July 20, 2012

doi:10.5539/ibr.v5n8p153

URL: http://dx.doi.org/10.5539/ibr.v5n8p153

Abstract
The purpose of this study is to investigate the effects of demographic (age, gender and race), geographic and group on purchase intention (PI) amongst millennial/young generation in Malaysia. An empirical investigation was carried out to test the hypotheses. The samples include 325 participants. SPSS software has used to measure the effect of external factors on PI. The results demonstrate that demographic, geographic and group significantly affect PI. The findings of this study help marketing, managers and companies to understand young
Malaysian consumers’ behaviour and PI.
Keywords: external factors, purchase intention (PI), young generation, Malaysia
1. Introduction
Nowadays, purchase intention is more complicated and more significant for consumers than in the past.
Customers are encompassed by reports, advertisements, articles and direct mailings that provide large amount of information. Moreover, different kinds of products, supplies, super markets and shopping malls have complex and difficult decision making.
This study focuses on the young generation in Malaysia because of some reasons. Firstly, immature customer segment is known as special segment for some special


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