The study investigates factors that influence consumers purchasing decision at Kedai Rakyat 1Mala... more The study investigates factors that influence consumers purchasing decision at Kedai Rakyat 1Malaysia (KR1M) and consumers perception towards KRIM. A survey was conducted using structured questionnaires which were randomly distributed in three KR1M's stores located in Putrajaya and Kelana Jaya. A total of 216 respondents were involved in this study. Majority of the respondents perceived that KR1M's products were based on consumers' economic status. Four factors were revealed to influence consumers' decision while purchasing at KR1M namely price of the products, quality of the products sold, packaging of the products, and convenience of the stores. This study recommended that the management of KR1M needs to carry out relevant promotions to increase consumers' awareness towards the store's name of KR1M and its house brand products.
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Papers by Lim GHEE THEAN