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Factors influencing gold buying behavior of consumers in Kota Bharu, Kelantan.


Wan Muhammad Najahuddin Wan Fuad (2020) Factors influencing gold buying behavior of consumers in Kota Bharu, Kelantan. UNSPECIFIED thesis, University Malaysia Kelantan. (Submitted)


Gold has become a worldwide phenomenon. This is seen through its wider use. As a result of this situation, the demand for gold is increasing over time. Changes in the use of gold lead to a change in consumer behavior towards the purchase of gold. Apart from being used as jewelry, gold is also widely used in finance as an investment and savings. Meanwhile, it is also used in the creation of technology, medicine and others. The purpose of this paper aims to look at the behavior of consumers in Kota Bharu in the purchase of gold. There are four (4) factors studied in this study, namely 1) savings & investment factors, 2) self-image factors, 3) knowledge & opinion factors, 4) motives & satisfaction factors. To measure all four factors, the study took customers from gold-related institutions in Kota Bharu as the subject of the study. A total of 300 study questions were distributed and only 163 were successfully collected due to the movement control order and limited time. The findings of the study, savings and investment are the main factors in determining the behavior of consumers in Kota Bharu. Some suggestions are presented as a result of the findings of the study that is to increase research cooperation between universities and industry players at Kota Bharu, taking into account the consumer income in producing gold products, increase providing gold products in the form of savings and investments for Kota Bharu consumers.

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Item Type: MBA/DBA Final Project Report
Collection Type: Thesis
Subjects: H Social Sciences > HF Commerce
Faculty/Centre/Office: Malaysian Graduate School of Entrepreneurship and Business
Depositing User: Repository Admin
Date Deposited: 10 Jan 2022 08:38
Last Modified: 24 May 2022 01:07
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