Purchasing the Quality Local Sports Products among UiTM Seremban Students

  • Rozita Abdul Latif
  • Nurul Nadiah Imam Basri
  • Aishah Nadirah Mohamed Alauddin
  • Azlina Zid

Abstract

Nowadays, the Malaysian market shows that local sports product manufacturers are producing many brands to market in Peninsular Malaysia include Sabah and Sarawak. The objectives of this study are to identify the perceptions towards local sports products among Sports Science and Recreational students in UiTM Seremban and to determine whether there is a difference in perceptions towards local sports products among students of different genders and athlete status. 250 students from the Faculty of Sports Science and Recreation in UiTM Seremban were selected as respondents in this study. The questionnaire adopted and adapted from Kiong, Gharleghi, and Fah (2013). Descriptive statistics and independent t-test used for the analysis of this study. The overall findings show that the perception on quality of local sports products was good (M = 3.69), brand image was ranked average (M = 3.38), and promotion (M = 3.27) and styles were ranked average (M = 3.24), based on the table interpretation of mean scores.  This study also found that there was no significant difference in gender perceptions towards local sports products (p >0.05) and athlete status (p >0.05). The findings of this study will help local sports manufacturers and retailers with regard to the quality, branding, promotion, and the design of their sports products.

Published
2020-07-15
How to Cite
ABDUL LATIF, Rozita et al. Purchasing the Quality Local Sports Products among UiTM Seremban Students. Asian Journal of Entrepreneurship, [S.l.], v. 1, n. 2, p. 26-35, july 2020. ISSN 2716-6635. Available at: <https://myjms.mohe.gov.my/index.php/aje/article/view/10150>. Date accessed: 25 jan. 2022.
Section
Articles