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Relations Tunku Abdul Rahman University
TITLE The study of Buy Malaysian Campaign: The efficiency of the campaign in changing Malaysians buying behavior
ABSTRACT Recently, the government had launched the Buy Malaysian Campaign to urge Malaysians to support local made products in order to boost domestic economic growth. Since the launching of the campaign, the government has been putting effort on the campaign by organizing a series of activities that relevant to the Buy Malaysian Campaign such as “Price Cut” for certain local made products in hypermarkets. However, Malaysia citizens seem do not give fully support to the campaign. They did not turn out to buy more Malaysia-made products or switch to purchase local made products. Instead, some of them still choose to consume imported products. Therefore, the researcher tends to conduct a study on the campaign to find out the effectiveness of the Buy Malaysian Campaign concerning the changes of the buying behavior of Malaysians whether they purchase local products or imported goods. A survey will be carrying out to 100 Tunku Abdul Rahman University Perak campus students as well as working young working
quality enhancement. The reason why the researcher does not want to target on homemakers is because homemakers are the group of people who tends to purchase products that have good quality and low price. (Campaign. revenue generation and safety standards.adults by distribution of questionnaires. If they noticed that the good quality product is made in Malaysia. Every questionnaire consists of 20 questions. n. The distribution of questionnaire will take place at Tesco that located near the Tunku Abdul Rahman University Perak campus. 2009) INTRODUCTION Campaign is defined as a complete planned course of action that formulated to achieve aimed objectives in marketing. it shows that the Buy Malaysian Campaign had indeed create impact on Malaysians to purchase more local made products and about 41% of the online users claimed that they purchase about 40 to 70 percent Malaysia made products monthly while 32% of the Malaysian buy 70 to 100 percent of local made products monthly.9% of the online users consumed 10 to 30 percent of local made products monthly. Based on the poll results from the official website of Ministry of Domestic Trade. This will lead the researcher fail to gain objective opinion from his or her respondents. (Buy Malaysian Campaign Poll. public relations.d. There are only 26.) It is a series of activities that organized in a period of time that aimed to influence others opinion or urge the public to follow what the message that brought by the campaign in order to achieve the goal of the campaign. . Cooperative and Consumerism. they will surely purchase it without hesitation. The researcher tends to target on university students and working young adult is mostly due to these group of people need to purchase their own necessary items all by their own.
it is to convince Malaysians that the local made products have standard quality and more reasonable pricing if compared to imported products.The Buy Malaysian Campaign is a year-long campaign that re-launch on 16 Jan 2009 by the Ministry of Domestic Trade. assembled and produced in Malaysia including the services offered in this country”. Malaysia-made products are defined as “all products made. Activities are organized in hypermarkets such as set up booths to help promote local products to help the local manufacturers. furniture. The ministry had uses various approaches to promote the campaign in order to gain Malaysians support to spend more on local goods. Sarawak as well as other states. Melaka. However. public service announcement is broadcasted on the television to educate as well as increase awareness of the public to support Malaysia-made goods. It covers all industries including consumer items. electronic and electrical appliances. banking. The campaign was carried out in the whole Malaysia including Kuala Lumpur. Moreover. They still own the perception that Malaysians . shipping as well as apparel and construction. Smart Choice”. every campaign has its drawbacks and criticism. Cooperative and Consumerism. They set up billboards near the petrol stations and roadside in order to catch the eye sight of the road users. Apart of the Malaysians claimed that they would not switch to purchase local mane products after the launching of the Buy Malaysian Campaign. Moreover. The tagline that the campaign uses is “Buy Malaysia. Perak. The objective of this campaign is to encourage Malaysians to purchase local made product in order to boost the economy of Malaysia by helping the local entrepreneurships in overcoming the economic recession. The campaign was first launched in 1984 and later in 1998 during the last economic slowdown.
It is to find out whether Malaysians would switch to purchase more local made products after the launching of the campaign or ignore the message that brought by it. 2009) Being the largest supermarket and departmental store in Malaysia. Thus. What are Malaysians buying behavior after the launching of the campaign? LITERATURE REVIEW The Role of the Hypermarkets Many hypermarkets and supermarkets have take part in the campaign to urge Malaysians to buy local made products. the promotion of the campaign did not seem to bring much effectiveness towards the Malaysia citizens. Since it is the third time the government organize the campaign. the main objective for the researcher to conduct this study is to determine the effectiveness of the Buy Malaysian Campaign towards the changing of buying behavior among Malaysians. (Save Money. RESEARCH QUESTIONS The two research questions of this study are as below: 1. Buy Malaysian. Some of them still do not aware of the meaningful campaign. Cooperative and Consumerism? 2. Do Malaysia citizens aware of the ongoing Buy Malaysian Campaign that launched by the Ministry of Domestic Trade. The Store Group has also take part in the Buy Malaysian Campaign to support the governments’ call to reduce prices of .goods are not the best in quality. it is indeed important to find out the responses that given by Malaysians towards supporting the local made products. Moreover.
Thus. 2009) Politicians are acting as role model to influence Malaysians to consume the local goods. They are playing a role as the . Prices of more than 160 items that are more than 300 brands have been reduced up to 70% on monthly basis and more items will be added to the list. public urged. Datuk Seri Abdullah Ahmad Badawi also urges the Malaysians to support Malaysian goods by saying that he himself had tried to consume the local made products and he found out that the products were not bad. (The Store Group’s Reduces Prices of Goods on Monthly Basis in conjunction with the Launch of Price Reduction and Buy Campaign at Nothern District of Perak . The Store Group also urges the public to buy more Malaysia-made products. (Ritikos and Ling.products in the store. 2009) The Urge from Different Authorities and Interviewees to Support the Campaign The Malaysia former Prime Minister. (Liow: use M’sia goods: Rely Less on imports to help stimulate local economy. (Ritikos and Ling. (Refer to Appendix 2) Boulevard Shopping Mall also reduces 72 items in their mall to support the Buy Malaysia Campaign. Tesco in the whole Malaysia also had take part in the campaign by reducing price of products in their hypermarkets by having “Price Cut” for certain items daily to help promoting the local made products. 2009). 2009) Moreover.The Store Grik. the MCA vice president. Malaysians may like the products if they willing to try it. Furthermore. Datuk Seri Liow Tiong Lai also urges Malaysians to consume more on Malaysia-made products and rely less on the imported brands to lend a helping hand to stimulate the local economy when he is attending a press conference at Wisma MCA on 17 March 2009.
2009) The campaign also aimed to make more Malaysians to think like Michelle Loh when they shop for their daily items. Cooperative and Consumerism official website. an interviewee that conduct a face interview with one of the The Star reporter says that she will be looking on the products’ quality before purchasing it. Besides. If she finds out that the product that she intended to buy is from Malaysia. (Buy Malaysian Campaign Poll.1% of the online users purchase 40 to 70 percent of local goods monthly while 32% of the online users voted that they consume 70 to 100 percent of Malaysia-made goods monthly. it shows that the campaign . 53. (Buy Malaysian Campaign Poll. Statistics According to the poll results that stated in the Ministry of Domestic Trade. Meanwhile. 29. It is to make Malaysians to have the perception that Malaysia-made products are also good in quality and it is worth to consume if compared to expensive imported brands that also have the same quality with the local made products. it shows that in the period of 3 months (25th March 2009 to 25th June 2009).spokesperson of the Buy Malaysian Campaign in order to boost the sales of the local products as well as to advocate the citizens to buy the “Made in Malaysia” products. Buy Malaysian. 2009) The statistics also shows that 41. she will be more delighted since she can get a good quality product at a more reasonable price. 46.9% of the online users voted that the launching of the Buy Malaysian Campaign bring impacts on their monthly spending. (Save Money.1% of the online users claimed that the campaign did not bring any changes on their monthly expenditure. 2009) Hence. Michelle Loh.
Therefore. and internet and so on. The mass media do not always successfully to tell the public what to think but they are good in telling how the public need to think about.indeed bring some impact on the buying behavior of the users that surf the official website. 2009) It is saying that the mass media sets the topic of discussion for the public to inform them what issue to think about but not telling the public what topic they need to figure out themselves to discuss with others. They would not know that their act can make an overturn on the economic recession of Malaysia. . Agenda Setting Theory According to McCombs and Shaw (1972). they state that the mass media sets the agenda for the public and form the topic of discussion for the public. they will not aware of the campaign and the activities that carried on throughout the whole year of 2009. (The Agenda Setting Approach. They are using the media to inform the public that a certain issue is important by having wide coverage of the selected issue. The launching of the Buy Malaysian Campaign in the whole Malaysia can be an example of the agenda setting theory. newspaper. the mass media plays a role as the disseminator of a message and also remains to be the channel to inform the public about what is going on in Malaysia. The public get to know the campaign through different media such as television. radio. If the media do not inform the public. They would not know the importance of purchasing local made products.
the promotion and advertising of the campaign are doing well too. 2009). the Buy Malaysian Campaign provides a good opportunity for them to realize their dreams. Therefore.Ways to Promote the Campaign As said by the Minister of Domestic Trade and Consumer Affairs. However. Moreover. The public service advertisement of the Buy Malaysian Campaign was broadcasted in RTM2 since a couple of months ago from the period of June to July 2009. Petrol stations such as Petronas had also set up billboards to help promoting the campaign. canned drinks produced by Metro Perda Sdn Bhd. they do not aware of the brand . the Buy Malaysian Campaign really gains supportive consumers and retailers after it was initiated earlier this year. The government is using the chance to introduce branded local products that are unfamiliar to the public. It is because the entrepreneurships can sell their products in the activity that organized by the Buy Malaysian Campaign. Hypermarkets like Tesco also lend a helping hand in promoting the campaign by having “Price Cut” of items in their store. the government also practices transit advertising to promote the campaign by painting the advertisement on the taxi. For instance. (Ariff. Datuk Shahrir Abdul Samad. (Sales of local products better with 'Buy Malaysia' campaign. the sales of the local products have indeed increased with the campaign. 2009) Citizens may have been consuming it for years. (Refer to Appendix 2) Opportunities for the Local Entrepreneurships For the local entrepreneurships. Moreover.
However. The campaign had off and on for the last three decades but it still failed to . Criticism of Buy Malaysian Campaign There will always be pros and cons in a certain event or activity. 2009) It is indeed a great opportunity for the local entrepreneurships since they can make their product well-known among Malaysians and can save up money in order to do more investment in their business. Therefore. he suggested that maybe the budget that used to implement this campaign can use for other purposes such as to organize campaign that can teach Malaysians to spend wisely no matter on purchasing local or imported products. claimed that the Buy Malaysian Campaign is a failure since it does not consider other aspects such as quality of the local made product. in the activities of the campaign. On the other hand. they can participate in the campaign free of charge. According to Mahpar (2009). local entrepreneurships can gain profit and promote their product without spending a big sum of money on advertising. All they need to do is just to sell their products and they can save up thousands of Ringgit Malaysia monthly if they are previously renting a booth in the hypermarkets or supermarkets. (Ariff. how can Malaysians purchase the local made products? Therefore. if the quality of the product is not as good as other imported brands. an associate editor at The Star newspaper. Buy Malaysian Campaign has some drawbacks and downsides too. The government carried out the campaign and urged the public to support it.of the canned soft drinks. if the products of the company are chosen from the Domestic Trade and Consumer Affairs Ministry's Business Development Division in Putrajaya or the respective state offices.
the government should try other manners to make a change in Malaysians to support the local made products. this is just the minority views of the whole Malaysians. It may be due to the system of the campaign and the same methods had repeated to be use in each time of re-launch of the campaign. over three quarters of Malaysians would still stick on the brand that they previously used other than to switch to buy local products in this “gloomy” economic situation. it is hard to change . However. It is not wrong to agree with what Mahpar says in the newspaper. Therefore. Moreover. 2009). It is not an easy task to change people perceptions towards certain issues. Instead. A campaign that had been launched for times will not gain public support unless the right method has been used to disseminate the right message that the campaign intended to tell the targeted audience.achieve the objectives that set in the first campaign. If the government really keen to change Malaysians spending habit to purchase more local made products. A little difference in the campaign cannot make a change in the buying behavior of Malaysians. (Mahpar. for people who have consume imported products for years. It is not representative and the results obtained cannot be generalized to the whole population of Malaysians. it also shows that the campaign did bring some effectiveness but not for the whole Malaysia citizens. The Buying Behavior of Minority of the Malaysians According to a survey done by Synovate. they have to figure out a suitable approach to reach Malaysia citizens. The campaign would not successfully change the behavior of Malaysians in a short period of time.
the government can still organize more activities to attract them to purchase local made products. The researcher will distribute 150 questionnaires to the selected sampling group in order to get back 100 unspoiled questionnaires and to minimize the measurement error in the study. It would be better if all the hypermarkets and stores in Malaysia work together to promote the campaign and reduce the price for the products just as what Boulevard Shopping Mall did by reducing the prices of 72 items in the shopping mall. The researcher decides to use questionnaires to obtain the respondents opinions are because by analyzing the collected data.50) In this study. questions that answered by the respondents that aware of the Buy Malaysian Campaign as well as questions that answered by the respondents who do not aware of the campaign and general questions that can be answered by all respondents. (Wimmer and Dominick. the researcher can has precise results about the study.their buying behavior. A filter question will be designed to determine whether the respondents are aware of the Buy Malaysian Campaign. 2009) METHODOLOGY Due to the lack of time and limitation of budget. Quantitative research involves methods of data collection like telephone surveys. (Ritikos and Ling. . mail surveys as well as Internet surveys. psychographic. the researcher will distribute questionnaires to the selected sampling group. 2006. the researcher made up the mind to make use of quantitative method to carry out the study. Yet. Every questionnaire contains 20 questions. The questionnaire will consist of 5 sections including demographic. p.
It is because this location remains to be a hot spot among Tunku Abdul Rahman University students in Perak campus and the hypermarket also supports Buy Malaysian Campaign by having Price Cut on certain items daily. Most of the students go to Tesco to purchase their necessities and daily needs since it is expediency and convenience. Thus. Moreover. Therefore. these groups of people need to purchase their necessary items on their own that in turns lead them to purchase products that they preferred. It will lead the researcher failed to obtain objective opinion from the respondents. It would be ideal to gain their opinions whether they would purchase local made products at a reasonable price or stick to the previous brand that they used to consume. The researcher will target on the university students that go . they will definitely purchase the relevant product without much hesitation. when they noticed a good quality product was made in Malaysia and has a reasonable price. The researcher will be targeting on university students and working young adults that live far away from their home that ranged from the age of 18 to 25 years old since this targeted group is considered mature enough to make their own purchasing decisions and spend on products that they favored. The researcher will distribute the questionnaires in Tesco nearby the Tunku Abdul Rahman University Perak campus. the researcher tends to conduct the study on this group of people to examine their perception on the local made products and their extent of willing to try the products. Housewives are not in the category of the targeted group is because housewives remain to be a group of people who spend wisely in order to save money for their children.Non-probability sampling will be used in this study to determine the target group of the research.
there to purchase their necessary needs as well as young adults that work as staff in Tesco. .
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