Association of socio-demographic and socio-economic factors with consumer's decision-making in food purchases: a case study among low-income consumer during Covid-19 pandemic in Malaysia
This study was conducted to determine how socio-demographic and socio-economic factors influenced the decision-making process of low-income households in Malaysia in food purchases during the pandemic. A total of 1791 low-income respondents were selected randomly through both online and face-to-face...
| Main Authors: | , , , , , , , |
|---|---|
| Format: | Article |
| Published: |
Human Resource Management Academic Research Society (HRMARS)
2023
|
| _version_ | 1825939404600901632 |
|---|---|
| author | Zainal Badari, Shamsul Azahari Haron, Sharifah Azizah Paim, Laily Muhammad Arif, Afida Mastura Zainudin, Norzalina Abdul Rahim, Husniyah Md Yusoff, Irwan Syah Samsudin, Norhafifah |
| author_facet | Zainal Badari, Shamsul Azahari Haron, Sharifah Azizah Paim, Laily Muhammad Arif, Afida Mastura Zainudin, Norzalina Abdul Rahim, Husniyah Md Yusoff, Irwan Syah Samsudin, Norhafifah |
| author_sort | Zainal Badari, Shamsul Azahari |
| collection | UPM |
| description | This study was conducted to determine how socio-demographic and socio-economic factors influenced the decision-making process of low-income households in Malaysia in food purchases during the pandemic. A total of 1791 low-income respondents were selected randomly through both online and face-to-face surveys conducted with strict procedures. The results revealed that most of the respondents were female (51.4%), Bumiputera (81.5%), aged between 25-30 and 31-40 (29.1%) with an average monthly household income between MYR1001-2000 (37.1%). Household needs (63.7%), price (39.9%), halal status (25.5%), and product quality (19.8%) were the critical factors that affected the decision-making. Additionally, the study found that the premises that offer low prices (33.1%), a variety of prices and brands (26.9%), and a diverse range of products (16.8%) were among the factors that influenced the respondents' decision-making. Respondents were classified into six types of consumer profiles: Hipsters, Confused, Quality-concerned, Planning, Hedonistic, and Habitual Consumers. Gender, age, marital status, household size, ethnicity, education level, household income, and occupation significantly influenced these six types of consumer profiles (p<0.05). In conclusion, low-income consumers were more focused on household needs, price, halal status, and product quality when making food purchase decisions, and socio-demographic and socio-economic factors played a critical role in influencing consumer decision-making. |
| first_indexed | 2024-12-09T02:17:57Z |
| format | Article |
| id | upm.eprints-106764 |
| institution | Universiti Putra Malaysia |
| last_indexed | 2024-12-09T02:17:57Z |
| publishDate | 2023 |
| publisher | Human Resource Management Academic Research Society (HRMARS) |
| record_format | dspace |
| spelling | upm.eprints-1067642024-09-26T07:18:18Z http://psasir.upm.edu.my/id/eprint/106764/ Association of socio-demographic and socio-economic factors with consumer's decision-making in food purchases: a case study among low-income consumer during Covid-19 pandemic in Malaysia Zainal Badari, Shamsul Azahari Haron, Sharifah Azizah Paim, Laily Muhammad Arif, Afida Mastura Zainudin, Norzalina Abdul Rahim, Husniyah Md Yusoff, Irwan Syah Samsudin, Norhafifah This study was conducted to determine how socio-demographic and socio-economic factors influenced the decision-making process of low-income households in Malaysia in food purchases during the pandemic. A total of 1791 low-income respondents were selected randomly through both online and face-to-face surveys conducted with strict procedures. The results revealed that most of the respondents were female (51.4%), Bumiputera (81.5%), aged between 25-30 and 31-40 (29.1%) with an average monthly household income between MYR1001-2000 (37.1%). Household needs (63.7%), price (39.9%), halal status (25.5%), and product quality (19.8%) were the critical factors that affected the decision-making. Additionally, the study found that the premises that offer low prices (33.1%), a variety of prices and brands (26.9%), and a diverse range of products (16.8%) were among the factors that influenced the respondents' decision-making. Respondents were classified into six types of consumer profiles: Hipsters, Confused, Quality-concerned, Planning, Hedonistic, and Habitual Consumers. Gender, age, marital status, household size, ethnicity, education level, household income, and occupation significantly influenced these six types of consumer profiles (p<0.05). In conclusion, low-income consumers were more focused on household needs, price, halal status, and product quality when making food purchase decisions, and socio-demographic and socio-economic factors played a critical role in influencing consumer decision-making. Human Resource Management Academic Research Society (HRMARS) 2023-12-16 Article PeerReviewed Zainal Badari, Shamsul Azahari and Haron, Sharifah Azizah and Paim, Laily and Muhammad Arif, Afida Mastura and Zainudin, Norzalina and Abdul Rahim, Husniyah and Md Yusoff, Irwan Syah and Samsudin, Norhafifah (2023) Association of socio-demographic and socio-economic factors with consumer's decision-making in food purchases: a case study among low-income consumer during Covid-19 pandemic in Malaysia. International Journal of Academic Research in Business and Social Sciences, 13 (18). 380 - 396. ISSN 2222-6990 https://hrmars.com/index.php/IJARBSS/article/view/19972/Association-of-Socio-Demographic-and-Socio-Economic-Factors-with-Consumers-Decision-Making-in-Food-Purchases-A-Case-Study-among-Low-Income-Consumer-During-Covid-19-Pandemic-in-Malaysia 10.6007/ijarbss/v13-i18/19972 |
| spellingShingle | Zainal Badari, Shamsul Azahari Haron, Sharifah Azizah Paim, Laily Muhammad Arif, Afida Mastura Zainudin, Norzalina Abdul Rahim, Husniyah Md Yusoff, Irwan Syah Samsudin, Norhafifah Association of socio-demographic and socio-economic factors with consumer's decision-making in food purchases: a case study among low-income consumer during Covid-19 pandemic in Malaysia |
| title | Association of socio-demographic and socio-economic factors with consumer's decision-making in food purchases: a case study among low-income consumer during Covid-19 pandemic in Malaysia |
| title_full | Association of socio-demographic and socio-economic factors with consumer's decision-making in food purchases: a case study among low-income consumer during Covid-19 pandemic in Malaysia |
| title_fullStr | Association of socio-demographic and socio-economic factors with consumer's decision-making in food purchases: a case study among low-income consumer during Covid-19 pandemic in Malaysia |
| title_full_unstemmed | Association of socio-demographic and socio-economic factors with consumer's decision-making in food purchases: a case study among low-income consumer during Covid-19 pandemic in Malaysia |
| title_short | Association of socio-demographic and socio-economic factors with consumer's decision-making in food purchases: a case study among low-income consumer during Covid-19 pandemic in Malaysia |
| title_sort | association of socio demographic and socio economic factors with consumer s decision making in food purchases a case study among low income consumer during covid 19 pandemic in malaysia |
| work_keys_str_mv | AT zainalbadarishamsulazahari associationofsociodemographicandsocioeconomicfactorswithconsumersdecisionmakinginfoodpurchasesacasestudyamonglowincomeconsumerduringcovid19pandemicinmalaysia AT haronsharifahazizah associationofsociodemographicandsocioeconomicfactorswithconsumersdecisionmakinginfoodpurchasesacasestudyamonglowincomeconsumerduringcovid19pandemicinmalaysia AT paimlaily associationofsociodemographicandsocioeconomicfactorswithconsumersdecisionmakinginfoodpurchasesacasestudyamonglowincomeconsumerduringcovid19pandemicinmalaysia AT muhammadarifafidamastura associationofsociodemographicandsocioeconomicfactorswithconsumersdecisionmakinginfoodpurchasesacasestudyamonglowincomeconsumerduringcovid19pandemicinmalaysia AT zainudinnorzalina associationofsociodemographicandsocioeconomicfactorswithconsumersdecisionmakinginfoodpurchasesacasestudyamonglowincomeconsumerduringcovid19pandemicinmalaysia AT abdulrahimhusniyah associationofsociodemographicandsocioeconomicfactorswithconsumersdecisionmakinginfoodpurchasesacasestudyamonglowincomeconsumerduringcovid19pandemicinmalaysia AT mdyusoffirwansyah associationofsociodemographicandsocioeconomicfactorswithconsumersdecisionmakinginfoodpurchasesacasestudyamonglowincomeconsumerduringcovid19pandemicinmalaysia AT samsudinnorhafifah associationofsociodemographicandsocioeconomicfactorswithconsumersdecisionmakinginfoodpurchasesacasestudyamonglowincomeconsumerduringcovid19pandemicinmalaysia |