| Summary: | The purpose of this study is to examined consumers' behaviour towards credit card
among adult in Malaysia specifically in Tawau*. There were three factors to examine the
study which are credit card attributes (convenience, use pattern, and status), bank
policies (benefit, qualifications of applying credit card and payment policies) and
attitude towards credit card (willingness to pay, awareness of total debt and
management of income and expenses). Credit card attributes, bank policies and
attitude towards credit card are independent variables while consumer behaviour
towards credit card act as dependent variable. During the study, 178 questionnaires
were distributed to respondents who have credit card in Tawau and analyzed using
SPSS version 20.0.
The result from the study found out that four elements or factors were identified that
have positive significant to influenced consumers' behaviour towards credit card which
are convenience, benefit, willingness to pay and management of income and expenses.
These results of this study could be a reference or simple guide to be evaluated by
researches, marketers, bank managers or other relevant parties during to develop their
right marketing strategies regarding to credit cards markets in Malaysia. Even though
this study very limited because of limited sample size, time consumed and only focus in
Tawau are. The results were not represent in the context of credit card holders in
Malaysia as a whole.
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