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The Analysis of factors which influence consumer decision making of buying snack products in Surabaya

Tanjaya, Dewi Indriawati and Gunawan, Jessy Natalia (2007) The Analysis of factors which influence consumer decision making of buying snack products in Surabaya. Bachelor thesis, Petra Christian University.

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Abstract

This Final Assignment Report examines what factors influence consumer decision making in buying snack products in Surabaya. In the research, the writers employ Factor Analysis as analytical method in order to identify interrelationship among several independent variables so that can be summarized into groups that consist new set of variables. Using quantitative approach involving nominal and interval types of data that are collected through distributing questionnaires covering 250 respondents with sampling method of non - probability convenience quota sampling employing marketing and non marketing factors. After analysis done, it can be concluded that only product taste and price value and promotion from marketing factors and personal - culture, personal needs and status from non marketing factors have considerable effect on consumer decision making in buying snack products.

Item Type: Thesis (Bachelor)
Uncontrolled Keywords: consumer decision making, buying snack products, marketing factors, product taste, price value, promotion, non marketing factors, personal culture, personal needs, status
Subjects: UNSPECIFIED
Divisions: UNSPECIFIED
Depositing User: Admin
Date Deposited: 23 Mar 2011 18:48
Last Modified: 30 Mar 2011 14:30
URI: http://repository.petra.ac.id/id/eprint/10767

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