Page 538 - MARSIUM'21 COMP OF PAPER

Ng Wai Teng (2021)

2.2.2 Price

Based on the economics factor of consumer decision making, there are some aspects that are categorised. It is price,
personal income, family income, income expectation, savings, interest rate, and liquid assets of the consumer,
consumer debit and many more. On the previous research, Smith (2004) has used the most tested factors in studies
related to buyer purchase behaviour towards apparel products, to explore the consumer preferences for home
textile products. The most important purchase criteria were price followed by colour and style for bedding and
price and colour for bath products. According to Chang (2011) price and brand are also related to purchase
intention, while Lichtenstein et al, 1993, p.235 said price consciousness has also been defined in the marketing
literature with slightly different ways, including a buyers' "unwillingness" to pay for a higher price and/ or " the
exclusive focus" on paying low prices. The definition the researchers adopt here is "a consumer's doubt to pay for
distinguishing features of a product if the price difference for these features is too big, according to Monroe and
Petroshius, (1981). The phrase "too big" suggests that the consumer "trades off" the higher price with potential
benefits.

Moreover, "distinguishing features" could also include the brand name of the national brand. According
to Alfred (2013), price is one of the factors in marketing mix and they can change very easily compared to promotion,
product, and place. Monroe and Krishnan (1985) said that the length of consumer price consciousness does vary
across product categories, where the buyers may be more or less price-conscious when shopping for certain products
in contrast to other, because of differences in the perceived riskiness of purchasing decision across categories and
other reasons. Based on the previous research, where (Chapman 1986; Mazumdar 1986; Monroe and Krishnan 1985)
define price as an exchange is consistent with conceptualizations by other researchers in pricing. Some findings
from the other studies also support the idea that some consumers are more likely than others to use price as a
justification of quality in most situations and products (Lichtenstein and Burton, 1989; Peterson and Wilson 1985).

Credit cards have become an important component of personal management and consumer lifestyle
management (Dunkin, 2000; Hayhae et al., 2000; Kaynak and Harcar, 2001; Bernthalcet, 2005). According to
Erderner and Harcar (2001), knowledge, beliefs, likes and dislikes as well as attitudes of owner influence the usage
of credit cards during purchase.

H2 = There is a positive relationship between price and consumer purchasing intention of electrical stores.

2.2.3 Trend

Trend refers to the fashion style when people want to make decision regarding buying a goods or services. They
want to always be up to date in fashion especially for people who always have social life. The more people who
follow a trend, the more others will want to follow it. According to Levi and Linton (2003), what they are actually
trying to sell is the norm that people in growing countries should factor trend into their purchasing intentions. This
means that to produce and sell any new electrical product someone must always be alert of what is the new trend to
have customers’ satisfaction. Trends appear widely and are considered by readers to be the most interesting content
of fashion magazines according to Bailey & Seock (2010). However, it also should be based on the original idea
before making new trend. Sometimes, to get what they want, they scout and investigate about their taste and desire
before choosing any new trend.

H3 = There is a positive relationship between trend and consumer purchasing intention of electrical stores.

2.3 Research Framework Model

By illustrating this research framework model, the relationship between the factors are shown and summarized
clearly. On the left side of the framework depicts the independent variables which are internal factors, brand, price,
and social class. These variables will be the factors affecting consumers purchasing intention of Tekpol Electric &
Supply Sdn Bhd.

Framework

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