Tampi, Jeannette E K (2008) Factors influencing HSBC credit card holder's behavior. Bachelor thesis, Petra Christian University.Full text not available from this repository.
This Final Assignment Report examines what factors influence consumer behavior in using HSBC credit cards for payment. In the research, the writers employ Multiple Regression analysis as analytical method in order to identify the significant influences of marketing (marketing mix) and non marketing (cultural, social, personal, and psychological) factor towards HSBC credit card holder?s behavior (behavior measured by frequency of usage). Using quantitative approach, the research involving ratio and interval types of data that are collected through distributing questionnaires covering 80 respondents with sampling method of non -probability convenience quota sampling, in which the questionnaire employs marketing and non marketing factors. After analysis done, it can be concluded that marketing and non-marketing factors all together do influence consumer behavior. Place and promotion from marketing factors and social life from non marketing factors are proven to be the dominant factors influencing HSBC credit card holder. The model explains only 26.3% of the phenomenon, but this can be explained by the intervening variable of credit card market competition in Indonesia, where people can have more than one credit card in their purse.
|Item Type:||Thesis (Bachelor)|
|Uncontrolled Keywords:||consumer decision making, credit card, marketing factors, place, promotion, non marketing factors, social|
|Date Deposited:||23 Mar 2011 18:48|
|Last Modified:||12 Apr 2011 14:44|
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