African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4131

Full Length Research Paper

The relationship between product quality and purchase intention: The case of Malaysia’s national motorcycle/scooter manufacturer

Mohd Rizaimy Shaharudin1*, Suhardi Wan Mansor2, Anita Abu Hassan1, Maznah Wan Omar1 and Etty Harniza Harun1
1Faculty of Business Management, Universiti Teknologi MARA, P. O. Box 187, 08400 Merbok, Kedah, Malaysia. 2Language Academy, Universiti Teknologi MARA, P. O. Box 187, 08400 Merbok, Kedah, Malaysia.  
Email: [email protected],[email protected]

  •  Accepted: 17 May 2011
  •  Published: 30 September 2013

Abstract

This study aims to determine the level of product quality based on the eight quality dimensions framework and the relationship towards the buyer purchase behaviour. For a good understanding of the study, a case study on Malaysia’s national motorcycle/scooter manufacturer has been used by considering the lack of theoretical studies being conducted on the sales of motorcycle/scooter products. In this study, the result shows the level of customer perceptions has no significant impact on the customer purchase decision. The customers are looking at other elements beyond quality perceptions on their purchase decision and only they themselves understand what they are actually looking for. Buyers may not rely on the perceptions of quality alone in deriving intention to purchase or not to purchase any motorcycle/scooter product. Another possible reason is the introduction of beneficial impact as a mediator between product quality and purchase intention (indirect effect) as suggested by past researches which could increase the importance of perceived quality in the study relationships. Future research should focus on a similar study of product quality and purchase intention to the Yamaha and Honda brand for being the closest competitors to Modenas in the market. It is expected that, from the findings of the study of both brands, it could lead to a clearer picture on the relationship that exist between product quality and buyer purchase behaviour.    

 

Key words:  Product quality, performance, features, reliability, durability.