Throughout the process of this research, I have received help from few people who help to make this research a success. Firstly, I would like to express my deepest gratitude and appreciation to my research supervisor, Mrs. Thirdly, I would like to thank Universiti Tunku Abdul Rahman for giving me the opportunity to gain experience in research and providing me with resources for this research.
Finally, I would like to thank all individuals who have been directly and indirectly involved in the completion of this study. The researchers would like to dedicate this research to my respectable and supportive supervisor, Cheah Lee Fong, who guided me through the completion of this research from May 2019 to November 2019. Besides that, the researchers also want to dedicate this research to my parents for their constant encouragement, motivation and support from parents throughout my education.
This research project, unit UKMZ3016, is done by a person of Bachelor of International Business to complete their education. This research aims to study the relationship between materialism, social value, social influence, needs for uniqueness and brand awareness on Malaysia Gen-Y's purchasing behavior in imported luxury fashion wear.
INTRODUCTION
- Introduction
- Research Background
- Research Problem
- Research Objectives
- Research Questions
- Research Significance
- Conclusion
The core objectives of this study are to examine the consequences of Gen-Y behavior in Malaysia when purchasing imported luxury fashion clothing. To examine whether materialism will influence Gen-Y behavior in Malaysia when buying imported luxury fashion clothes. To examine whether social value will influence Gen-Y behavior in Malaysia when buying imported luxury fashion clothes.
To examine whether social influence will influence Gen-Y behavior in Malaysia when buying imported luxury fashion clothes. To examine whether the needs of uniqueness will influence Gen-Y behavior in Malaysia when buying imported luxury fashion clothes. To examine whether brand awareness will influence Gen-Y's behavior in Malaysia when buying imported luxury fashion clothes.
What are the implications of Malaysia's Gen-Y purchasing behavior for imported luxury fashion? One of the main objectives of this research is to improve the understanding of Malaysian Generation Y's purchase behavior of imported luxury fashion.
LITERATURE REVIEW
- Introduction
- Review of Variables
- Buying Behavior
- Materialism
- Social Value
- Social Influence
- Needs of Uniqueness
- Brand Consciousness
- Review of Underlying Theories
- Theory of Planned Behaviour
- Theory of Uniqueness
- Social Impact Theory
- Hypotheses Development
- Relationship between Materialism and Buying Behaviour in
- Relationship between Social Value and Buying Behaviour in
- Relationship between Social Influence and Buying Behaviour in
- Relationship between Needs of Uniqueness and Buying
- Relationship between Brand Consciousness and Buying
- Proposed Conceptual/ Theoretical Framework
- Conclusion
Therefore, the theory of uniqueness is adapted to this research, as the needs of one's uniqueness would be one of the factors influencing or influencing the buying behavior in imported luxury fashion apparel of Malaysia Gen-Y. In contrast, there is a relationship between materialism and purchasing behavior in imported luxury clothing. There is a significant relationship between materialism and purchasing behavior in imported luxury fashion apparel goods.
H2: There is a significant relationship between social value and purchasing behavior for imported luxury fashion apparel. There is a significant relationship between social influence and purchasing behavior of imported luxury fashion. H4: There is a significant relationship between needs for uniqueness and purchasing behavior for imported luxury fashion apparel.
Therefore, it can be assumed that brand awareness has a positive relationship with purchase behavior in imported luxury fashion goods. H5: There is a significant relationship between brand awareness and purchase behavior in imported luxury fashion items.
METHODOLOGY
- Introduction
- Research Design
- Quantitative Research
- Causal Research
- Sampling Design
- Target Population
- Sampling Frame and Sampling Location
- Sampling Elements
- Sampling Technique
- Sampling Size
- Data Collection Methods
- Primary Data
- Secondary Data
- Research Instrument
- Questionnaire
- Questionnaire Design
- Origin of Construct
- Construct Measurement
- Scale of Measurement
- Data Processing
- Data Checking
- Data Editing
- Data Coding
- Data Transcribing
- Data Cleaning
- Data Analysis
- Descriptive Analysis
- Scale Measurement
- Inferential Analysis
- Conclusion
Sample size is important to form the representativeness of the sample for generalizability (Sekaran & Bougie, 2016). So in this study, the expected sample size is 250 respondents to reduce the chance of errors in generalizing the population, increasing the accuracy of the result. The aim of the questionnaire is to obtain information about the behavior of Gen-Y in Malaysia when purchasing imported luxury fashion clothing.
And the brief introduction and purpose of conducting this research are attached on the cover page of the questionnaire. In this section, the dependent variables in this study are measured, namely purchasing intention and purchasing behaviour. A scale is also used to distinguish the importance of the variables for the research (Sekaran & Bougie, 2016).
This is to ensure the quality of the questions in the questionnaire and the data collected from the questionnaire. This is done so that the reliability and quality of the tests is maintained. In this study, the questionnaire uses Google form, all the questions must be answered by the respondents, so there are no or few changes made.
To increase the accuracy and consistency of the data, the raw data is edited first if there is an error. In addition, the data analysis software Statistical Package for Social Sciences (SPSS) version 25.0 is used in this study. The SPSS software is used to check and ensure the consistency of the collected data.
In this research, scale measurement is used to measure the variables especially in sections B and C. Moreover, the researchers have used nominal scale, ordinal scale and interval scale throughout the design of the questionnaire in this research. Reliability analysis is one that determines the degree of validity, consistency of the questionnaire after repeated testing is done.
DATA ANALYSIS
- Introduction
- Descriptive Analysis
- Screening Questions
- Respondent Demographic Profile
- Scale Measurement
- Reliability Analysis
- Inferential Analysis
- Pearson Correlation Coefficient Analysis
- Multiple Regression Analysis
- Conclusion
Respondents born in Gen-Y comprise 96% while respondents not born in Gen-Y comprise the remaining 4%. Meanwhile, the minority proportion age group among the respondents is 32 to 39 years old which is 1.0% (2 respondents). From the bar chart above it shows that the majority of respondents are single which accounts for 119 respondents (62%).
Cronbach's Alpha is one of the most commonly used methods to test the reliability of the scale measurement of any variable. H1: There is a significant relationship between materialism and the purchasing behavior of Gen-Y from Malaysia in imported luxury fashion clothing. Pearson Correlation Coefficient Analysis is used to identify hypotheses and correlations between materialism and Malaysia Gen-Y's buying behavior in luxury foreign fashion apparel.
According to Table 4.11, it shows that materialism has a significant relationship with the purchasing behavior of Malaysia Gen-Y in foreign luxury fashion clothing (r=0.438, n=192, p<0.01). H2: There is a significant relationship between the social value and the buying behavior of Generation Y in Malaysia in imported luxury fashion clothing. H3: There is a significant relationship between social influence and the purchasing behavior of Gen-Y from Malaysia in imported luxury fashion clothing.
Pearson's correlation coefficient analysis is used to identify the hypothesis and correlation relationship between social influence and the purchasing behavior of Malaysian Generation Y towards foreign luxury fashion clothing. Therefore, it shows that social influence is significantly related to Malaysian Generation Y's shopping behavior for imported luxury fashion. H4: There is a significant relationship between needs for uniqueness and the purchasing behavior of Malaysian Generation Y in imported luxury fashion.
It is an indication that needs for uniqueness have a significant relationship with the purchasing behavior of Gen-Y from Malaysia in imported luxury fashion clothing. H5: There is a significant relationship between brand awareness and purchasing behavior of Generation Y in Malaysia in imported luxury fashion clothing. According to the value of Adjusted R Square, this indicates that 50.5% of the dependent variable can be explained by the independent variables.
DISCUSSION, CONCLUSION AND IMPLICATIONS
- Introduction
- Major Findings
- Implication of the Study
- Limitation of the Study
- Recommendations for Future Research
- Conclusion
H3: There is a significant positive relationship between social influence and the purchasing behavior of Gen-Y from Malaysia in imported luxury fashion clothing. H4: There is a significant positive relationship between the need for uniqueness and the purchasing behavior of Gen-Y from Malaysia in imported luxury fashion clothing. H5: There is a significant positive association between brand awareness and Malaysia Gen-Y's purchasing behavior of imported luxury fashion apparel.
This research was conducted to further explore the impact of materialism, social value, social influence, uniqueness needs and brand awareness on purchasing behavior in Malaysian Gen-Y imported luxury fashion apparel goods. The results show that the factors are significantly positively related to the purchasing behavior of imported luxury fashion apparel goods. In addition, according to the results showed that materialism has some influences on Malaysian Gen-Y purchasing behavior in imported luxury fashion apparel goods as the consumer will use material possession to categorize a person's status, therefore materialism is adopted in this study .
As stated, brand awareness has been shown to have a positive significant impact on Malaysian Generation Y's purchase behavior of imported luxury fashion apparel. As cultures are also different between countries, but the value carried by luxury goods is roughly the same, social value has a significant influence on Malaysian Gen-Y's purchasing behavior for imported luxury fashion. Therefore, the results obtained may not be as accurate as to reflect the shopping behavior of Malaysian Generation Y in imported luxury fashion.
In addition, the research will be better if it includes other variables in future research to investigate the effects of Malaysia Gen-Y behavior in purchasing imported luxury fashion apparel goods. Therefore, it is recommended that in the future research study include other possible variables to have a more deep and clear understanding in the buying behavior of Malaysia Gen-Y for imported luxury fashion apparel goods. In summary, this research has provided a better understanding on the effects of Malaysia Gen-Y behavior in the purchase of imported luxury fashion apparel goods.
This research found that materialism, social value, social influence, needs for uniqueness, and brand awareness are significantly related to the purchase behavior of imported luxury fashion. Understanding consumer behavior towards luxury fashion products in India based on the theory of planned behaviour. on luxury fashion goods in India based on the theory of planned behaviour. A Structural Model of the Antecedents and Consequences of Luxury Fashion Purchase Decisions of Generation Y. 1986) “A Methodology for Profiling Consumer Decision-Making Styles”, Journal of Consumer Affairs, Vol.
Questionnaire
Section B: Independent Variables Consequences of Gen-Y Behavior in Malaysia When Purchasing Imported Luxury Fashion Clothes. This section evaluates the consequences of Generation Y behavior in Malaysia when buying imported luxury fashion clothing. Please read and rate each of the statements below using a 5-point Likert scale.
Sometimes it really bothers me that I can't afford the luxury goods I like. Before buying an imported luxury good, it is important to know which brands will make a good impression on others. I buy imported luxury clothing in such a way as to create a personal image that cannot be copied.
I am often looking for new imported luxury clothing or brands that will add to my personal uniqueness. When imported luxury clothes become popular among others, I avoid buying or using them. This section shows a statement regarding the purchasing behavior of Malaysian Gen-Y generations towards imported luxury fashion clothing.
SPSS Output: Reliability Test
Pearson Correlation Analysis
Multiple Regression Analysis
