The Effect of External Factors on Purchase Intention amongst Young Generation in Malaysia

Abdolrazagh Madahi, Inda Sukati


The purpose of this study is to investigate the effects of demographic (age, gender and race), geographic and group on purchase intention (PI) amongst millennial/young generation in Malaysia. An empirical investigation was carried out to test the hypotheses. The samples include 325 participants. SPSS software has used to measure the effect of external factors on PI. The results demonstrate that demographic, geographic and group significantly affect PI. The findings of this study help marketing, managers and companies to understand young Malaysian consumers’ behaviour and PI.

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International Business Research  ISSN 1913-9004 (Print), ISSN 1913-9012 (Online)

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