Malaysian Consumers Attitudes and Purchases toward Local versus Foreign Made Products

Rashid, Zabid Abdul; Sidin, Samsinar; Daud, Siti Hawa

doi:10.1007/978-3-319-17395-5_21

Cited by 1 publication

(1 citation statement)

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“…The purpose of advertisement is to increase sales revenue and profits of firms and increase the demand for goods that has been decreasing gradually (Ampofo, 2014). Advertising has tremendously changed consumer purchasing behavior by giving the consumers a good source of information where consumers are more influenced with advertised products (Rashid & Sidin, 1987). Advertisement with pictures feature in online advertisement has strongest influence to create purchase intention.…”

Section: Background Of the Studymentioning

confidence: 99%

The Influence of Advertising Media towards Consumer Purchasing Behavior in the Food and Beverage Industry in Malaysia

Hee¹,

Yen²

2018

IJHRS

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This paper aims to analyze the relationship between print service advertising, broadcast advertising, social media advertising and consumer purchasing behavior. Focusing on the role of advertising media in enhancing consumer purchasing behavior, the research was set in the context of Malaysian food and beverages industry. The respondents consisted of consumers of the food and beverages outlets in Johor Bahru, Johor, Malaysia. A quantitative cross sectional survey method was adopted, coupled with factor analysis and multiple regression analysis to analyze the collected data. The findings of this study revealed that print service advertising, broadcast advertising and social media advertising were positively and significantly related to consumer purchasing behaviour. Further, social media advertising was found to be the strongest predictor of consumer purchasing behavior. The findings of this research facilitate food and beverages operators to identify the appropriate method of advertising to capture the attention of consumers and subsequently increase their market share.

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Section: Background Of the Studymentioning

confidence: 99%