Synovate uncovers purchasing habits of Malaysians
8 June 2007
Many consumers prepared to pay extra for quality, don't have time to shop and a large percentage stick with well-known brands
KUALA LUMPUR — Synovate, a leading global market intelligence company, today revealed findings on the attitudes, purchase behaviours and preferences of Malaysian consumers from all walks of life.
Managing Director of Synovate Malaysia, Steve Murphy said the findings, derived from the latest Synovate Media Atlas survey of 10,000 consumers living in Peninsular Malaysia, reveal some interesting purchasing habits.
"We discovered that more than half (55%) of young Malaysians aged 25 to 34 seek quality above any other consideration when purchasing goods – and they do not mind paying extra for it. This can be attributed to a growing domestic economy – more people can afford to care about quality," he said.
"Taking this drive for quality a step further, one quarter (25%) of Malaysians belonging to middle and higher income groups living in urban market centres said they would prefer to buy designer goods and well-known brands.
“Perhaps more surprising, though, is that more men than women are likely to be influenced by designer goods and well-known brands – not your traditional image of the brand-wise shopper at all," he added.
The survey also highlighted a time-poor society. Almost half (44%) of Malaysians across lower, middle and higher income groups in both urban as well as rural areas do not have time to shop. Interestingly enough, this same category of Malaysians said that they would just continue to buy the brands they trust.
Commenting further on this, Mr. Murphy said "Spending time on shopping is more likely a luxury for Malaysians these days, given the difficulty they have in maintaining family commitments alongside demanding work obligations. Marketers and brand managers should take note of this habit as brand loyalty is critical."
When it comes to being informed about products, almost half (48%) of Malaysians between the ages of 15 to 24 enjoy looking through advertisements in both magazines and newspapers.
While more than one quarter (35%) of Malaysian consumers between the ages of 20 to 49 from rural and urban market centres respectively said that they have greater trust in products that have been advertised.
The internet was also another source of information when it came to finding out about products. Almost one quarter (21%) of Malaysians, particularly those living in urban centres, log on to the internet to get unbiased opinions on products.
Mr. Murphy said that the data reflects various market segments across the country, including an affluent target audience that has emerged in light of the nation's economy.
He also described Synovate Media Atlas as a study that provides a wealth of information including deep understanding on lifestyles, attitudes media consumption habits of Peninsular Malaysians.
"These audiences are of great interest to most marketers who want to choose the right media to communicate with them. Synovate Media Atlas can deliver crucial information to help in these choices," he said.
Contact(s) for this press release
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Varian Ignatius
Marketing & Communications Manager, Southeast Asia Synovate Sdn Bhd |
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Tel: +603 2282 2244 |
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Synovate Media Atlas is a media consumption, lifestyle and attitudes study conducted in
Malaysia, Hong Kong, The Philippines and Thailand. The data for Media Atlas is collected
using a combination of face-to-face and telephone interviews to maximise reach and achieve
higher accuracy versus traditional methods.
For more information on Media Atlas click here
About Synovate
Synovate, the market research arm of Aegis Group plc, generates consumer insights that drive competitive marketing solutions. The network provides clients with cohesive global support and a comprehensive suite of research solutions. Synovate employs over 6,000 staff across 62 countries.
For more information on Synovate visit www.synovate.com.