CONSUMER PURCHASING INTENTION OF PET SUPPLIES IN MALAYSIA

Abstract

In today's society, due to the change of people's thinking and the urbanized lifestyle, more and more people choose to keep pets as their own spiritual support, and Malaysia is no exception. The rapid growth of the pet population has affected the development of the pet supplies market, and more and more scholars and marketers are beginning to realize the importance of this field. In 2010, Malaysia became the second largest pet care market in South East Asia, however, most of the research on the pet supplies market is concentrated in European countries, the United States and China, and there are few academic studies to study the pet market in Malaysia. This study will bridge the gap by analyzing consumer purchase intention in the Malaysian context pet supplies. Attitude, Subjective norms and Perceived behavioral control (PBC) are selected as the independent variables of consumer purchase intention in this research. In addition, in order to determine this relationship, the study reviewed relevant literature and appropriate measurement models which are suitable to all variables in this research. The relevant research design is adopted as the research method, and the questionnaire is distributed to the target population, and the collected data is scientifically analyzed. Besides, in order to determine the validity and accuracy of the study, the study will distribute about 30 questionnaires online for pilot testing.