Books by Anita Abu Hassan

This study aims to determine the level of product quality based on the eight quality dimensions framework and the relationship towards the buyer purchase behavior. For a good understanding of the study, a case study on Malaysia''s national motorcycle/scooter manufacturer has been used by considering the lack of theoretical studies being conducted on the sales of motorcycle/scooter products. In this study, the result shows the level of customer perceptions has no significant impact on the customer purchase decision. The customers are looking at other elements beyond quality perceptions on their purchase decision and only they themselves understand what they are actually looking for. Buyers may not rely on the perceptions of quality alone in deriving purchase intention of any motorcycle/scooter product. With the data presented in this study, it can be expected that the future research can be of benefit by giving a new source of ideas and information.