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This chapter will present the step procedure for this research project. It outlines the research design, sampling design, data collection method and types of analysis. The next chapter which is Chapter 4 DATA ANALYSIS will shows Scientific Programming for Social Science ( SPSS ) and discuss the findings of the research.

Research design was the planned and structured to investigate conceived as to obtain to answer the research question. The plan was overall scheme or programmed of research collecting data. This research is the effect of demographic factors on purchase intention amongst generation Y in Malaysia. Factors affecting the customer purchase intention bases on age, gender and race. The descriptive research is based on some previous understanding of the nature of the research problem. The researcher has identified to be variables to obtain answer from respondents. The variables that will be used are factors, effects and action taken regarding this problem.

According to Sekaran (2007), sampling can be defined as a measuring small portion of something and then making general statement about the whole things. Sampling Method According to Zikmund (2003), sampling method can be categorized into two types, to be exact the probability and non-probability sampling. For this research, the researcher used nonprobability sampling methods for sample collection. There are four types of non-probability sampling methods which are convenience, judgment, quota, and snowball sampling. However, the methods of non-probability sampling used are convenience sampling because not every

element has chance of being selected and thus left to the discretion of the researcher. Besides, it makes it easier and more convenience for the researcher to obtain the information relevant to the researcher topic. Convenience sampling involves selecting sample elements that are most likely available to participate in the survey and can provide the essential information. The advantages of this method are its convenience, speed and low cost. This process is carried on until the sample size is achieved (Hair et al. 2007).

Nonprobability Sampling This research was using nonprobability sampling designs; the elements in the population do not have any probabilities attached to their being chosen as sample subjects. This is means that findings from the study of the sample cannot be confidently generalized to the population (Sekaran, 2010).

According to Sekaran (2010), the population refers to the entire group of people, events, or things, of interest that the researcher wishes to investigate. It is the group of people, events, or things, of interest for which the researcher wants to make inferences (based on sample statistics). Target population will be around Bandar Sri Permaisuri in this research study. This is because there are so many facilities in this area. There are many shop lot in this area like office, restaurant and many shop. So, many teenagers with the range of age 18 to 35 years old which is known as Generation Y can be respondents of this research. Furthermore, there also Maktab Perguruan Ilmu Khas, so most students and lecturer where aged 18 to 35 years old can involves in this research. The more different background of

respondents will be determined which independent variables are the most significant with purchase intention Not just that, Bandar Sri Permaisuri has many office that will be target area for respondents of this research. This is due to the Generation Y at the aged of 18 to 35 years old who are working in different private company there. Thus, it can achieve the objectives of this study to identify the most significant independent variables with purchase intention amongst generation Y


Data can be obtained can be gathered by two main sources, primary data and secondary data. For this particular study, the researcher will use both of the sources. This section explains how data collection being made and what method are used in this study. Every aspect of the research needs was considered in choosing the best research method. In this study, the survey method by means of questionnaire was used to collect primary data. The primary data was acquired through asking question to the respondent using questionnaire. The researcher meets the respondents and distribute directly to them: research main subject Generation Y (respondents)

Primary Data

According to Sekaran (2010), his stated that primary data refer to information obtained firsthand by the researcher on the variables of interest for the specific purpose of the study. Primary data are gathered by the researcher through questionnaire, observation and also a casual or informal interviewed.

In this paper project, the source is from primary data. The instrument used in this research is by using questionnaire, because it is design to ensure the standardization and comparability of the data. The questionnaire was design in easy way to get response from the respondent and they can answer it privately. It also time saving compared to interview session. This questionnaire was brief and simple to avoid respondent confusion or losing interest from answering the questions.

Based upon literature and theoretical framework, a questionnaire was designed for this purpose. In the questionnaire, it categorized as follows. The questionnaire contained 5 point Likert scale question regarding Purchase Intention Amongst Generation Y.

Section A
The research questionnaire describes respondents background information such as age (18-23, 24-29, and 30-35), gender (male and female) and race (Chinese, Malay and Indian).

Section B
The research questionnaire was divided into four parts which is every section concerns about: (a) Customer Knowledge, (b) Product packaging, (c) Perceived Value and (d) Celebrity Endorsement.

Respondent were asked to rate at the five point Likert Scale and it was ranged from 1 until 5 in the following pattern: 1. Strongly Disagree 2. Disagree 3. Neutral 4. Agree 5. Strongly Agree

3.3.2 Secondary Data

For secondary data, Sekaran (2010) stated that secondary data refer to the information gathered and recorded by someone else prior to the current needs of the researcher conducting the current study. Therefore, for this study, the researcher obtained the data from other journals, articles, websites and the internet as a reference to support the research conducted by the researcher.


The SPSS software will be used for this analysis. The type of analysis has strong relationship with the objective of the study.

The objective of study will be achieved by using the related analysis which has been identified as :

Objective Respondents background information

Section A

Method of Analysis Frequency, Table, Figure Percentage,

To identify the purchase intention



Hypothesis Test, Regression a) Customer Knowledge b) Product packaging, c) Perceived Value d) Celebrity Endorsement. Backward Analysis and Mean.