...Muhammad Sabbir Rahman Purpose The overall objective of this study is to test the consumer's perception towards their behavior of choosing a restaurant when demographic characteristics such as age, gender, income play a mediating role. This study also seeks to highlight some propositions to guide...

... to the teenagers market. Previously, the importance of teenagers' influence on the purchase of electrical and electronic household appliances has been largely ignored due to an underestimate of these young consumers' power. Amily Fikry can be contacted at: amily@salam.uitm.edu.my © Emerald Group Publishing...