vi
TABLE OF CONTENTS
CHAPTER
1
2
TITLE
PAGE
DCELARATION
i
DEDICATION
ii
ACKNOWLEDGEMENT
iii
ABSTRACT
iv
ABSTRAK
v
TABLE OF CONTENT
vi
LIST OF TABLES
x
RESEARCH OVERVIEW
1.1
Introduction
1
1.2
Problem Background
4
1.3
5
1.4
Problem Statement
Research Objectives
1.5
Research Scope
8
1.6
Research Importance
8
7
LITERATURE REVIEW
2.1
Introduction
9
2.2
Concept of Quality
10
2.3
Total Quality Management (TQM)
11
2.3.1
Concept of Total Quality Management
11
2.3.2
Total Quality Management Principles
12
2.3.3
Total Quality Management Frameworks
14
vii
2.4
2.5
3
2.3.3.1 The European Model for TQM (EFQM)
2.3.3.2 The Malcolm Baldrige National quality
Award (MBN)
2.3.3.3 The Deming Prize Framework
15
2.3.3.4 Crosby’s Framework
17
Product Quality
16
16
18
2.4.1
A Glimpse on Meaning and History of Product
Quality
18
2.4.2
Quality Dimensions by Different Authors
19
2.4.2.1 Performance
2.4.2.2 Features
19
2.4.2.3 Reliability
20
21
2.4.2.4 Conformance
22
2.4.2.5 Durability
23
2.4.2.6 Serviceability
2.4.2.7 Aesthetics
24
24
2.4.2.8 Perceived Quality
2.4.2.9 Environmental Friendly (Proposed
Dimension)
Buying Behavior
2.5.1
Green Buying Behavior
2.5.2
Motivators and Factors Which Motivate
Customers
2.5.2.1 Customers Concern for Buying
Environmental Friendly Products
2.5.2.2 Reference Group
2.5.2.3 Environmental Laws and Regulations
25
26
29
29
32
32
33
34
2.5.2.4 Promotional Tools
2.5.2.5 Consumer Knowledge
2.5.2.6 Perceived Consumer Effectiveness
35
35
37
2.5.2.7 Other Motivational Factors Which Affect
Customers Willingness and Behavior
39
2.6
Importance of Price
40
2.7
Chapter Summary
42
RESEARCH METHODOLOGY
3.1
Introduction
48
3.2
Research Design
3.2.1
Defining the Research Objectives
48
49
viii
3.2.2
3.3
3.5
4
51
51
3.3.2
Unit of Analysis
52
3.3.3
Sample Size and Sampling Techniques
52
3.3.4
Validity
3.3.4.1 Types of Validity
57
57
3.3.4.2 Literature Review
59
3.3.4.3 Pilot Test
60
Reliability
61
Data Analysis
3.4.1
Descriptive Statistics
62
63
3.4.2
Factor Analysis
Summary
63
65
DATA COLLECTION AND ANALYSIS
4.1
Introduction
67
4.2
Pilot Test
67
4.3
Questionnaire Result
68
4.3.1
Demographic Information
69
4.3.2
Product Quality Dimensions
70
4.3.2.1 Factor Analysis
Motivators of Buying Environmental friendly
Products
4.3.3.1 Factor Analysis
71
4.3.3.2 One Sample T-test
92
4.3.3.3 Final Result
96
Importance of Price
4.3.4.1 Intention to buy for Middle Term
Products
4.3.4.2 Intention to buy for Short Term Products
97
4.3.4.3 Intention to buy for Long Term Products
100
4.3.4.4 Result of Importance of Price
101
4.3.3
4.3.4
5
49
Data Collection and Gathering Information
3.3.1
Questionnaire
3.3.5
3.4
Determining the Research Methodology
83
83
97
98
CONCLUSION, CONSTRAINTS AND FUTURE WORKS
5.1
Activities and Deliverables
103
ix
5.2
Outcome
5.2.1
Environmental Friendly as a New Dimension for
Product Quality
5.2.2
Motivators of Purchasing Environmental Friendly
Products
5.2.3
Intention to Buy
105
5.3
Constraints
114
5.4
Recommendations
115
REFERENCES
Appendices A - B
105
106
111
117
122-123
x
LIST OF TABLES
TABLE NO.
TITLE
PAGE
2.1
Buying behavior factors
29
2.2
Different studies related to product quality dimensions-part 1
44
2.3
Different studies related to product quality dimensions-part 2
45
2.4
2.5
46
3.2
Different studies related to product quality dimensions-part 3
Purchasing motivators and factors in previous and recent
studies
Faculties Number of Postgraduate Students and the Morgan
sample size
Faculties information and number of students for Pilot test
3.3
Validity test for Pilot test
62
3.4
Reliability test for pilot test
62
3.5
4.1
64
4.2
Objectives and Analysis Methods
Validity of Demographic Questions (Age, Gender and
Income)
Gender and age Frequency
4.3
Respondents income rate
70
4.4
KMO and Bartlett's Test
73
4.5
Communalities
74
4.6
Total Variance Explained
77
4.7
Rotated Component Matrix
80
4.8
Descriptive Statistics
82
4.9
KMO and Bartlett's Test
86
4.10
Communalities
86
4.11
Total Variance Explained
88
4.12
Rotated Component Matrix
91
4.13
One-Sample Statistics
94
3.1
47
56
60
69
69
xi
4.14
One-Sample T Test
94
4.15
Descriptive Statistics
95
4.16
Results for buying motivators (research’s second objective)
96
4.17
Intention to buy – Middle term products
98
4.18
Intention to buy – Short term products
99
4.19
Intention to buy – Long term products
101