A STUDY ON THE FACTORS INFLUENCING MALAYSIAN GENERATION-Y CONSUMERS' PURCHASING INTENTION TOWARDS "MADE IN CHINA" GOODS

Abstract

This research report aims to identify factors that influence the purchase intention of “Made in China” products by Malaysian Generation-Y consumers. Although previous researchers have done a lot of analysis on the various factors affecting the “Made in China” purchase, this research is mainly focused on the generation-Y consumer groups in Malaysia. This study is considering three factors that influence consumer purchasing behavior. : The national image of the country of origin of the consumer;product perceived quality; product pricing. Documentation support for influencing factors has been reviewed to understand consumer preferences and needs, leading to a decision to purchase. This study used a questionnaire survey to collect consumer responses to further tests and analyses, using the outlined research methods to derive the relationship and intensity of impact. The main findings show that product pricing has the greatest impact on Malaysian generation-Y consumer buying behavior. By understanding the priorities of consumers, the researchers suggest that Chinese companies can reassess the pricing issues of “Made in China” and work hard to develop quality pricing strategies.