|
Abstract:
The Malaysian consumers' consumption pattern has changed markedly since 2005 as shown by several indicators such as the consumer price index (CPI), per capita income and inflation rate. The consumption pattern in Malaysia changed due to the inflation rate hikes at the end of 2016 and early 2017. This study attempts to examine the factors contributing to a consumption model for Malaysian consumers in rural and urban areas. From the literature, eight antecedents of the Malaysian consumption pattern were identified. Consumer lifestyle, consumer value, consumer motive, consumer preference, and marketing mix of price, product, place, and advertising were measured using 7-point Likert scales. From the 1400 questionnaires distributed to households, 851 were returned representing 61 percent response rate. Using Structural Equation Modeling (SEM) of SMARTPLS 2.0 technique, it was found that advertising is not a predictor for consumer motive for both models, rural and urban. Apart from that, the reason of price hikes has been discussed. The finding implies that Malaysian government need to continue campaigning for consumers about the implementation of GST and its consequences for consumers. In addition, the instability of economic changed the consumption pattern throughout their lifestyle, value, motive and preferences.
|
