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0 Introduction Buy Malaysia Product Campaign was introduced by The Ministry of Domestic Trade, Cooperatives And Consumerism and has been around for 26 years since 1984 where the purpose of this campaign is to escalate the consumer demand towards Malaysia product in order to reduce domestic dependency towards imported goods and to accelerate economic growth in the country. But it has been introduced again during 1998 and then later on during the year of 2009. In the event of economic slump down, Buy Malaysia Product Campaign will be introducing all over the country. This is the approached by the government to increase the economic growth in the country. Apart from that, this is the opportunity for the local entrepreneur to promote their product towards the domestic market in a very competitive way and increase Malaysian awareness towards local product are parallel with the international standard quality at a very competitive and reasonable price that has been offered in the market. The main objective of this campaign that has been highlight by The Ministry of Domestic Trade, Co-operatives and Consumerism is, to increase awareness and buy local products and make them realized that Malaysian product are off better quality and comparable with the foreign product. Datuk Shahrir Samad, former minister said the rationality of this campaign is Malaysian who support this campaign is actually spending their money wisely and they help to increase or stimulate the Malaysian economy. By emphasizing this kind of campaign, Malaysia can cushion the impact of world economic crisis that had been hampered Malaysia for quite some time (http://kpdnkk.gov.my, 2009). However, still quite a number of Malaysian who will not shift their brand to others for the purpose of cheaper option according survey conducted by Synovate (http://thestar.com.my, 2009).
2 . perception of Malaysian consumer and perception towards country of origin had been use to gain better understanding to summarize the issue and to argue from the existing journal. However. Co-operatives and Consumerism periodically bulletin. perception towards local brand quality.2. it is very far away to achieve the success stories against Malaysia product. The ultimate goal was to better understand consumer motivations for buying Malaysian products so that local producers could develop more effective strategic marketing planning in order to serve the local demand and to achieve the objectives of Buy Malaysia Product Campaign . Most of the information are extracted from the newspaper articles and by The Ministry of Domestic Trade. Therefore. Since only few Malaysian are aware of the existence of this campaign and only few of Malaysian believe that Malaysia product are up to the international standard. brand awareness and loyalty. brand awareness and loyalty. desire brand quality.0 Problem Statement Buy Malaysia Product Campaign yet to achieve its objectives towards Malaysian consumer. and perception towards country of origin. The major issue in this kind of situation lies under several factors which is towards the consumer behavior. A quite number of studies have been done in consumer behavior towards Malaysian consumer. there are only few journals discussing about Malaysia Product Campaign indirectly.
This will influence the decision to choose 3 . Most of the producer nowadays concern about the environment and no longer focusing on creating wealth.0 Consumer Behavior towards local Producers Recently. There is evidence that shows the company gain more reputation and then become a strong company by applying sound Corporate Social Responsibility (CSR) since education level had increased and the number of awareness among consumer getting stronger thus. Barbara. health and safety issue and etc as education and awareness towards specific products had increased significantly. Malaysian nowadays.3. Hence. This is how Malaysian actually chooses their preferred brand and products. the producer must be able to protect the environment as well. From the education they have gains.. 1999). they will be left behind by the changes of organizational behavior due to competition in the globalize market nowadays. This is because this company concern about the environment and put some standard on safety measurement towards environment and product. towards the local producer. the company must be well equipped with the application of Corporate Social Responsibility. Malaysian consumers are very knowledgeable and aware towards organization Corporate Social Responsibility (CSR) that can affect their buying behavior. they believe. otherwise. are no longer accepting the ignorance of the local producer who are not care for environment. Good reputation and corporate image can result to influence the consumer buying behavior where they will keep loyal to this company as a result of responsibility towards the environment and society (Laferty. and Donald. it increase their awareness towards the local brand and thus. That is the reason why most of Malaysian consumers prefer imported goods and services from abroad such as Mercedes-Benz and Ralph Lauren cosmetics.
2008). 1999).certain brand and product as a choice by the consumer when they realized the company portrays a very good behavior and concerns towards the environment as consumer nowadays really care about the world environment. Therefore. 2005). because it is positively correlated. it is not a matter of bad perception towards local product but. Farah & Kasmah. from the corporate image. This shows how significant consumer reacts towards the environment and social wellbeing. This is positively correlated with consumer buying decision. company and producer (Laferty. Since consumer nowadays are more educated and smart enough in selecting their preferred product. the good image of the company can assist consumer in term of decision making and influence them to choose the product due from the responsibilities towards the environment.. their awareness towards the needs for the producer to care about the environment and the well being of the people is high since their level of education had increase tremendously. Barbara and Ronald (1999). This is also in line with Lafferty. Green technology in producing organic food is much more preferable by the consumer as consumer aware towards its benefit to the environment (Lea and Worsley. the corporation can maximize their profit as 4 . This is how consumer behaves towards manufacturer. the Corporate Social Responsibility of the company reflect the company management and this will influence the consumer decision making in choosing the product or brand (Rahizah. This is because. Malaysian consumer believe that. Barbara.. it will influence the Malaysian consumer decision in buying the product. As for Buy Malaysia Product Campaign . better understand need towards the issue must be right. In another research done. it s a matter of how the Malaysian consumer behave and react towards the company responsibilities towards the wellbeing of the environment as Malaysian consumer nowadays a more educated and the level of awareness had increase tremendously. Another researched done by Tay (2005). otherwise it will lead to the wrong direction and will not solve the real problem. and Donald. For Malaysian consumer.
whether Malaysian consumer are really prepared to switch to local product from imported goods due to the belief that local products are not up to standards in term of quality compared to imported goods especially from Japan and United States. imported goods a still consumable by the Malaysian consumer because in Malaysia. Ellen. before the economic downturn. Meaning to say. Creyer and Ross. The main issue here is.many as they can as long as the company did not jeopardize the environment and well-being of the societies. 4. the rationality of this marketing campaign is to tell Malaysian that the standard and quality of local product are parallel with the international brand. Malaysia Government has introduced various ways to stimulate the economic growth by promoting Buy Malaysia Product Campaign as a way to generate economy and to reduce the outflow of money in the circulation to outside Malaysia. Webb and Mohr. Malaysian consumer will not be dependent on imported goods and services hence. Apart from that. they ve become quality conscious since most of Malaysian are keep on loyal towards brand they ve used due to its features and product offering and refuse to using another 5 . Therefore. 1997. 2000). Apart from that. Eventhough during the economic downturn. most of Malaysian citizen are shopaholic and then when the economic downturn approaching. there is a positive relationship with consumers attitude against the product and producer with the perception on the activities of Corporate Social Responsibilities (CSR) of the producer (Brown and Dacin. safeguard Malaysia economy due to sound internal driver to stimulate the economy.0 Locals Perceptions towards Product Quality During the economic downturn. 1997. there is a lot of middle to high-income earner and make the market is much more lucrative for the foreign brand.
products from developed countries are more favorable and preferable by the consumer from less developed countries and define as hierarchy of biases and optimist towards the product overall quality (Schooler. Malay and Bumiputera 65% and Chinese 26% and made up from 27 million of Malaysian society (http://en.wikipedia.brand for the cheaper alternative (http://thestar. A perception towards quality may be vary due to different ethnicity in Malaysia which comprise of Indian 8%. Back to the level of education and awareness the consumer had attained. Thus. 2009).my. but still did not influence by the advertising by the mass media due to their level of awareness and education towards foreign product had increased and at the same 6 .org. Bilkey & Nes.0 Brand conceptualization among Malaysian Consumers Malaysian consumer nowadays had been flooded by advertising and information on foreign branded product. 1995). there is an evidence that said. product that had been made by another country can gives general perception towards the product quality (Leonidauet al. the quality of the product can be identified through the country product image for instance. consumers nowadays are easily accessible to any type of information towards the quality of the product since the advancement in technology had make the more globalize and share the same preference with the global citizens. climate change in the marketing world had shape the consumer perception towards local product which they think are less durable and made from cheaper material (Bandura. 2005). Based on this issue. 1982. 1984). overall quality of the product depends entirely with the product country image and plays an important role in determining the product evaluation among the developing countries (Erickson. In a previous study by Hsieh (2004) said that. 5. It can be said that. 2008).com. Japan. Johansson and Chao. Peterson and Jolibert. 1971). According to Han (1990).1999.
As a result of changes in Malaysian consumer lifestyle. Apart from that. Brand can also help improved perceived quality because it is the indicator of the brand quality. local product can be more preferable by the local and eliminating the belief that Malaysian product are not well established and local producer can educate the consumers to switch their existing foreign product to local product. 2009). they have no time to shop and only look at the brand they trust the most and will loyal towards the brand. it 7 . stated that. Due to strong economic growth. 2008). the significant of brand names has been defined as a perceived quality towards consumer s evaluation towards brand and judgment towards its product excellence and superiority (Zeithaml. strong brand name can gives them emotional value perceived. According to Simoes and Dibbs (2001). 1988).time requires certain standard of brand quality (Consumer Malaysia Info Site. Therefore. The significant of the brand towards Malaysian consumer are crucial in order to make local producer and company can communicate their product with the local consumers effectively. brand loyalty in Malaysia become very important within average Malaysian and did not care much for paying more for the brand they trust (Murphy. The lack of local brand in Malaysia nowadays is lack of focusing on brand development and anticipate the Malaysian consumer are less knowledgeable hence. Most of the Malaysian truly belief that. 1998/99). 2007). brand is not just a brand but it s more than a brand name that comprising the psychological and physical of the product features. Therefore. Successful brand names can really communicate their image within the target market as a result from developing the right perception to its consumer thus creating a loyal customer through relationship-intensity with the brand (Koll and Wallpach. By doing this. the lifestyle of Malaysian has changed and demand more quality product as most of Malaysian spend their money at Hypermarket and this has shaped their purchasing behavior as well (Malaysian Household Expenditure Survey Report. ignoring the Research & Development towards their product.
Therefore. Consumers in Malaysia desire brand quality as perception towards country of origins for quality brand are come from developed country such as Japan and United States. 6. consumer in Malaysia tend to believe that a product from where it has been made play a crucial roles in determining their evaluation towards the product quality and influence the purchase decision due to stereotypical belief that a product that came from developed country are more better quality from product from the local producer. 1993. It acts as a cue for consumer about the quality of the product. Verlegh and Steenkamp. 1999. Consumer also can lead to developing a product country images due to the consumer stereotypical beliefs about the country of origin of the product (Heslop and Papadopoulos. 1995. This is the issue in promoting local product campaign. According to research done by Leifeld. Malaysian producer must 8 . As a result. Generally country of origin has been defined as the made-in concept and it influences the perception among the consumer on its decision process when purchasing a product. a consumer evaluation towards product quality judgment as an important cues where country of origins has significant effect towards consumers evaluation on the product quality.will help government to achieve its objective towards Buy Malaysia Product Campaign successfully. Samiee.0 Perception towards Country of Origins (COO) As standard of living had increased. this has lead to increase to global competition and increased the interest in consumer ethnocentrism research and country-of-origin in order to see how it will reflect towards consumer decision making (Papadopoulos and Heslop 1993). Peterson and Jolibert. 1994. they conclude that. the access towards the wider range of information become highly accessible and exposed with quite a number of foreign goods. 1993).
creating a stiff competition among every industry player and business environment. Local producer cannot just simply put these things aside in order to maximize their profit as many as possible where because it will portray the company image and concern towards the 9 .0 Recommendation In order to make Buy Malaysia Product Campaign successful. they must be able to understand the mainstream way of addressing the consumer. but it has an impact towards consumer buying decision since consumer nowadays become more knowledgeable and concern towards environment. For instance. they must be able to adapt a new strategy and way to capturing local market by setting up management standard up to the standard apply by the multinational corporation. Apart from that.be able to overcome the belief in order to penetrate Malaysia Market and show the consumer that local product also possesses the same quality as imported product with a reasonable price. the globalization era can be viewed by local producer as a strong competition between the foreign producers thus. local producer can compete with the foreign producer as fair as possible. By doing this. in the era of K-economy where knowledge and information are as the main ingredient in determining the success factor. local producer must not feel comfortable with their special treatment by the government. 7. even though the application of Corporate Social Responsibility (CSR) is quite expensive for Malaysian producers. hence. In order to ensure success stories for local producer towards capturing Malaysian consumer. The borderless economy had opened up a lot of opportunities for the foreign company to explore Malaysian market since increased number of middle income earner in Malaysia play significant roles in the market.
It can be address if Malaysian producer aggressively improve their product quality and enhance their management standard that outperform the foreign producer because Malaysia is a very resourceful country and located at very strategic location. Apart from that. product from different country has different quality. As a result. some strong foreign company will take this opportunity and become stronger in Malaysia market and later on very difficult to compete with them. they had gain better reputation in the global market. 10 . A few Malaysian producers had succeeded in the global arena such as MEC electrical appliance. factor that also influencing Malaysia consumer buying decision is lies at country of origin of the product.well-being of the environment or otherwise will be left out by the foreign firm who is very effective in addressing this matter. Malaysian producer must also develop their R&D towards their brand and product because successful branding is not lies under the features of the product but also the overall evaluation towards the product and the branding. product from developed country has better quality than developing countries. This is because the stereotypical belief among Malaysia consumer embedded in their mind said that. It is very hard to address but it is achievable. thus can be said that. if local producer did not care about what they should produce to serve the local demand. Since Malaysian consumer nowadays become knowledgeable and have access to a lot of information. Creating an excellent brand can lead to consumer buying decision where good branding associate with the good quality of the product. As a result. they can make comparison of local product versus foreign product and opt the best one without care to pay extra amount of money in order have certain product.
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