INFLUENCE OF FOREIGN PRODUCTS ON GENERATION Y PURCHASE INTENTION

Abstract

As more companies compete on the global markets and manufacture their products worldwide, it’s indirectly increased the choices of similar products between the local product and foreign product. The purpose of this study is to examine the influence of foreign products on Generation Y purchase intention in Malaysia. Primary data has been collected using a webbased questionnaire from 100 selected friends, family and potential respondents that were aged between 22-39 years. Correlation and multiple regression analyses were employed to estimate the relationships between independent and dependent variables. The resulted showed that quality of the product had the highest impact on Generation Y purchase intention towards foreign product .