An examination of the sources of product information used by consumers when purchasing kitchen cabinet

Currently, there has been little studies on sources of product information when purchasing kitchen cabinet in Malaysia. This study is conducted to identify sources of product information important to consumers when purchasing kitchen cabinet and to compare preferences on sources of product information with the demographic background. The questionnaire was randomly distributed among respondents in shopping mall (Midvalley, 1 Utama, Aeon Mall Shah Alam and Summit USJ) in Klang Valley. The result show that store displays was found to be the most important sources of product information when purchasing kitchen cabinet. Statistically, there were significant differences in importance level for the sources of product information with respect to respondents’ age group, gender, income level and ethnic groups. The result of this study is important to the companies or marketers to promote a wide range of kitchen cabinet for the different segment of markets.

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