Page 133 - MARSIUM'21 COMP OF PAPER

CHAI JING MIN (2022)

4.1 Demographic Information

This chapter presents the study findings on the purchase intention for One Little C’s healthy snack product towards Azman
Hashim International Business School (AHIBS) students. The study findings focus on the respondents’ demographic data as
well as the characteristics of influence purchase intention which is namely, brand awareness, brand association, perceived
quality and brand loyalty. The study targeted 200 students as the respondents to the study. However, after data collection, 190
students positively responded, representing 95% response rate. Therefore, the researcher believes that this response rate was
appropriate to make generalisation.

Table 4.1: Demographic Information

variable frequency percentage
gender male 89 46.8
female 101 53.2
Age bracket of the respondents below 20 years 54 28.4
21-24 years 123 64.7
above 25 years 13 6.8
The year of study of the first year 29 15.3
respondents second year 49 25.8
third year 38 20.0
fourth year 50 26.3
post graduate 24 12.6
Race of the respondents Malay 125 65.8
Chinese 35 18.4
Indian 20 10.5
Others 10 5.3

4.1.1 Gender of the Respondents

The current study examined the gender distribution of the respondents who took part in the study. The study findings as
demonstrated in Figure 4.1 shows that a slight majority of the respondents were female (53.2%) while the remaining (46.8%)
were male.

The gender of the respondents

Figure 4.1. The gender distribution of the respondents

4.1.2. Age Bracket of the Respondents

The study further examined the age distribution of the respondents who took part in the study. The study findings demonstrated
that the majority of the respondents were aged 21-24 years, while 54(28.4%) were aged below 20 years, and 13(6.8%) were
aged above 25 years. Given that the study targeted university students as respondents, this age bracket was considered a true
reflection of the population’s age, as demonstrated in Figure 4.2.

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