Determinats of Consumer Choice in Purchasing an Electrical Product

This study aimed to investigate the factors affecting the decision to purchase an electrical product namely air conditioner. It is important for marketers and air
conditioner manufacturers to understand customers' behavior during their process in decision making when purchasing air conditioners. Besides, it is essential to examine the five factors comprising of product, price, place, promotion and brand image which are perceived to influence consumers' decision in purchasing the air conditioner. Quantitative approach is adopted in this study. The respondents targeted are residents in Klang Valley area composing of 200 respondents. The results show significant relationship for product quality, place with consumers' decision to purchase an air-conditioner. In this relation, marketers or air-conditioner manufacturers should consider these two factors in carrying out appropriate promotions to attract customers.