Abstract
This study aims to determine the product quality dimensions framework and the relationship towards the buyer purchase behaviour of modular kitchen. Data is collected through distribution of questionnaires and implemented to 237 respondents. The data analysis in this research is using SPSS version 17. The sampling technique uses a non-probability sampling method. The collected data were tested using various techniques includes validity test by factor analysis, reliability test with cronbach and multiple regression analysis. The present study has to validate the dimensions of product quality which would be considered by the individuals while purchasing modular kitchen. The factor analysis result shown that modular kitchen product quality dimensions are considered important to consumers in purchase of modular kitchen. The correlation test shows the extent of relationship between product quality and its purchase decision of modular kitchen.
Keywords: Product Quality, Durability, Versatility, Performance, Purchase Decision.