Volume 03 Issue 10-2023
8
International Journal Of Management And Economics Fundamental
(ISSN
–
2771-2257)
VOLUME
03
ISSUE
10
P
AGES
:
8-12
SJIF
I
MPACT
FACTOR
(2021:
5.
705
)
(2022:
5.
705
)
(2023:
7.
448
)
OCLC
–
1121105677
Publisher:
Oscar Publishing Services
Servi
ABSTRACT
This study endeavours to chart the complex landscape of consumer behaviour within Malaysian markets by
constructing a comprehensive consumption model. Leveraging data analysis and empirical research, it seeks to
understand the factors influencing consumer choices, preferences, and purchase decisions. By unravelling the
intricacies of consumer behaviour, this research offers valuable insights for businesses, marketers, and policymakers
operating in the Malaysian consumer market.
KEYWORDS
Consumer Behaviour; Consumption Model; Malaysian Markets; Consumer Choices; Purchase Decisions; Preferences;
Market Research.
INTRODUCTION
In the ever-evolving landscape of Malaysian markets,
understanding the intricate intricacies of consumer
behavior stands as a pivotal factor for businesses,
marketers, and policymakers alike. The diverse and
dynamic consumer market of Malaysia is influenced by
an array of factors, from cultural and social elements to
economic conditions and technological advancements.
In this context, constructing a robust consumption
Research Article
MAPPING CONSUMER BEHAVIOR: CONSTRUCTING A CONSUMPTION
MODEL FOR MALAYSIAN MARKETS
Submission Date:
Sep 29, 2023,
Accepted Date:
Oct 04, 2023,
Published Date:
Oct 09, 2023
Crossref doi:
https://doi.org/10.37547/ijmef/Volume03Issue10-02
Noor Suleiman
School of Business Management (SBM), College of Business (COB), University Utara Malaysia, Kedah, Malaysia
Journal
Website:
https://theusajournals.
com/index.php/ijmef
Copyright:
Original
content from this work
may be used under the
terms of the creative
commons
attributes
4.0 licence.
Volume 03 Issue 10-2023
9
International Journal Of Management And Economics Fundamental
(ISSN
–
2771-2257)
VOLUME
03
ISSUE
10
P
AGES
:
8-12
SJIF
I
MPACT
FACTOR
(2021:
5.
705
)
(2022:
5.
705
)
(2023:
7.
448
)
OCLC
–
1121105677
Publisher:
Oscar Publishing Services
Servi
model becomes imperative to navigate the
complexities of consumer choices, preferences, and
purchase decisions.
This study embarks on a journey to map and decipher
consumer behavior within Malaysian markets. It seeks
to construct a comprehensive consumption model that
not only identifies the factors that drive consumer
choices but also sheds light on the underlying
mechanisms that influence purchase decisions. By
unraveling these intricacies, this research aims to
provide valuable insights that can inform and empower
businesses, marketers, and policymakers operating in
the Malaysian consumer landscape.
Consumer behavior is a multifaceted phenomenon
shaped by a myriad of factors. Cultural norms, social
influences,
economic
conditions,
technological
innovations, and individual characteristics all play a role
in determining how, when, and why consumers make
their choices. In Malaysia, a country characterized by
its rich cultural diversity, understanding these factors
and their interplay becomes particularly essential.
Through a combination of data analysis, empirical
research, and market insights, this study seeks to
address fundamental questions regarding consumer
behavior in Malaysia. What motivates Malaysian
consumers in their purchase decisions? How do cultural
and social factors influence product preferences? What
role do economic conditions and technological
advancements play in shaping consumer choices?
These are some of the key questions that this research
aims to answer.
As businesses strive to connect with and cater to the
Malaysian consumer base, and as policymakers look to
craft policies that resonate with the needs and
aspirations of the population, a deep understanding of
consumer behavior is indispensable. This study aims to
contribute to that understanding, offering a roadmap
for businesses and policymakers to navigate the
dynamic and diverse world of Malaysian consumer
markets effectively.
METHOD
This research employs a comprehensive and
multifaceted methodology to map consumer behavior
and construct a consumption model tailored to
Malaysian markets.
Quantitative Data Collection:
Structured surveys serve as the cornerstone of data
collection, targeting a diverse and representative
sample of Malaysian consumers. These surveys cover
an extensive range of topics, including consumer
preferences, product choices, purchasing patterns,
and the influence of various factors such as cultural
norms, social dynamics, economic conditions, and
technological advancements. A stratified sampling
strategy ensures that demographic diversity is
adequately represented within the sample.
Statistical Analysis:
Volume 03 Issue 10-2023
10
International Journal Of Management And Economics Fundamental
(ISSN
–
2771-2257)
VOLUME
03
ISSUE
10
P
AGES
:
8-12
SJIF
I
MPACT
FACTOR
(2021:
5.
705
)
(2022:
5.
705
)
(2023:
7.
448
)
OCLC
–
1121105677
Publisher:
Oscar Publishing Services
Servi
Quantitative
data
collected
through
surveys
undergoes rigorous statistical analysis. Advanced
statistical techniques, including regression modeling,
factor analysis, and correlation analysis, are employed
to discern patterns, relationships, and the relative
significance of factors influencing consumer behavior
within Malaysian markets. This quantitative phase
offers a quantitative foundation for the subsequent
qualitative research.
Qualitative Research:
Qualitative insights are gathered through in-depth
interviews and focus group discussions with a subset
of survey participants. These qualitative methods allow
for a deeper exploration of consumer motivations,
attitudes,
and
perceptions,
enriching
the
understanding of the underlying mechanisms driving
consumer choices in Malaysian markets.
Integration and Synthesis:
The findings from both quantitative and qualitative
research streams are synthesized to construct a
holistic consumption model that elucidates the
complex dynamics of consumer behavior within
Malaysian markets. The integration of these
complementary data sources offers a comprehensive
understanding of the factors, motivations, and
influences shaping consumer choices and preferences
in this diverse and dynamic context.
Ethical Considerations:
Throughout
the
research
process,
ethical
considerations, including informed consent, privacy
protection,
and
participant
anonymity,
are
meticulously observed to ensure the ethical integrity of
the study. Researchers conduct interviews and surveys
with sensitivity, recognizing the potential cultural and
emotional aspects inherent in discussions related to
consumer behavior.
By blending quantitative and qualitative research
methodologies, this study aims to provide a robust and
nuanced understanding of consumer behavior within
Malaysian markets, offering valuable insights for
businesses, marketers, and policymakers seeking to
navigate and thrive in this diverse and evolving
consumer landscape.
RESULTS
The study on mapping consumer behavior in Malaysian
markets, aimed at constructing a comprehensive
consumption model, yielded several key findings:
Diverse Cultural Influences: Cultural factors were
found to be significant determinants of consumer
choices and preferences in Malaysia. Substantial
variations in consumer behavior were observed across
different ethnic and cultural groups, reflecting the
country's rich cultural diversity.
Economic Considerations: Economic conditions,
including income levels and employment status,
exerted a substantial influence on consumer behavior.
Consumers' purchasing power and financial stability
played a crucial role in shaping their choices and
consumption patterns.
Volume 03 Issue 10-2023
11
International Journal Of Management And Economics Fundamental
(ISSN
–
2771-2257)
VOLUME
03
ISSUE
10
P
AGES
:
8-12
SJIF
I
MPACT
FACTOR
(2021:
5.
705
)
(2022:
5.
705
)
(2023:
7.
448
)
OCLC
–
1121105677
Publisher:
Oscar Publishing Services
Servi
Digital Transformation: Technological advancements
and the increasing digitalization of services were
identified as catalysts for changes in consumer
behavior. Consumers exhibited a growing preference
for online shopping, digital payment methods, and e-
commerce platforms.
Social
Influence:
Social
networks
and
peer
recommendations were found to significantly impact
consumer decisions. Word-of-mouth, social media, and
online reviews played a pivotal role in shaping product
preferences and purchase choices.
DISCUSSION
The results of this study highlight the intricate and
multifaceted nature of consumer behavior within
Malaysian markets. Cultural influences emerged as a
defining factor, underlining the need for market
segmentation and tailored marketing strategies to
address the diverse cultural segments effectively.
Economic considerations, including income disparities,
underscored the importance of pricing strategies and
product affordability for businesses. Understanding
the economic dynamics of consumers is essential for
market positioning and product development.
The digital transformation of consumer behavior
reflects a growing trend in Malaysia, emphasizing the
need for businesses to adapt to online platforms and
provide seamless digital experiences to consumers.
Social influence was a prominent factor in consumer
decisions, underscoring the significance of reputation
management and social media engagement for
businesses. Positive word-of-mouth and online reviews
can significantly impact brand perception and
consumer choices.
CONCLUSION
In conclusion, this research offers a valuable
contribution to the understanding of consumer
behavior within Malaysian markets. The findings
highlight the pivotal role of cultural, economic,
technological, and social factors in shaping consumer
choices and preferences.
Constructing a comprehensive consumption model
tailored to Malaysian markets is essential for
businesses, marketers, and policymakers seeking to
navigate and succeed in this diverse and dynamic
consumer landscape. By recognizing the influences
that drive consumer behavior and adapting strategies
accordingly, businesses can better connect with
consumers, tailor their products and services, and
foster enduring relationships within this evolving and
culturally rich market.
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Volume 03 Issue 10-2023
12
International Journal Of Management And Economics Fundamental
(ISSN
–
2771-2257)
VOLUME
03
ISSUE
10
P
AGES
:
8-12
SJIF
I
MPACT
FACTOR
(2021:
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705
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(2022:
5.
705
)
(2023:
7.
448
)
OCLC
–
1121105677
Publisher:
Oscar Publishing Services
Servi
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