Factors That Affect Malaysian Consumer's Intention to Buy Branded Product

The objective of this study is to identify the relationship between price, status, perceived quality, style, and store environment on consumer's intention in purchasing branded
products. A survey questionnaire was used in order to obtain the feedback from respondents. Samples for this study were students at University Utara Malaysia. In
addition, a total of 384 valid questionnaires were gathered and analyzed using SPSS. The result shows that price, perceived quality, and style are significant and positively related to the buying intention of branded products. Two other factors, status and store environment are not significant. This study contributes to both the literature and the practitioner as the findings, especially on the most important factor may help firms develop their strategy to further increase the consumer's intention in buying branded products.