ECONOMICS FOR BUSINESS DECISION

ECO 745

INDIVIDUAL REGRESSION ASSIGNMENT

DEMAND FOR HOME FIRE SAFETY KITS IN MALAYSIA

PREPARED FOR: PROF. DR ISMAIL AHMAD

MOHD ZOOL HILMI BIN MOHD PAUZI

2023511773
AA7001PA
MASTER’S IN BUSINESS ADMINISTRATION
 TABLE OF CONTENTS
CONTENT PAGE

1.0 Abstract 1

2.0 Introduction 2

3.0 Problem Statement 2

4.0 Literature Reviews 3

5.0 Research Methodology 4

5.1 Research instruments
5.2 Sampling and data collection
5.3 Data analysis

6.0 Research Framework 5

7.0 Analysis and Findings 6 - 11

7.1 Respondent Profile
7.2 Reliability Test
7.3 Coefficient Determination
7.4 Analysis of Variance using F-test (Anova)
7.5 Hypothesis Testing

8.0 Conclusion 12

9.0 Recommendation 13

10.0 References 14

11.0 Appendix
1.0 Abstract

In response to the escalating demand for Home Fire Safety Kits in Malaysia, this
research delves into the factors influencing the adoption of these kits and explores
potential solutions to bridge existing gaps in fire safety measures. The surge in demand
is attributed to a cultural shift towards proactive fire safety practices and a growing
awareness of the devastating impact of fires on households. Despite national awareness
campaigns, a significant number of Malaysian households lack adequate fire safety
measures, highlighting the need for comprehensive preparedness resources.
Drawing upon a comprehensive literature review, this study analyzes the current
state of fire safety awareness in Malaysia. The research identifies residential properties,
particularly landed units, as highly vulnerable to fire incidents, emphasizing the
ineffectiveness of existing safety measures. Factors such as low awareness, cost
concerns, and perceptions of necessity contribute to the limited adoption of fire safety
measures, underlining the need for targeted interventions.
The research methodology involves primary data collection through structured
questionnaires distributed to a diverse group of 120 individuals across different regions
and demographics in Malaysia. Statistical analyses using SPSS assess the reliability of
the data, providing insights into the age, gender, education levels, and monthly household
incomes of respondents. The study also conducts hypothesis testing, revealing significant
predictors of demand, including economic conditions, awareness, and societal norms.
Analysis of the regression model highlights the importance of economic factors,
awareness, and societal norms in influencing demand for Home Fire Safety Kits. The
findings underscore the need for tailored strategies, such as customizing safety kits to fit
economic realities, leveraging public awareness campaigns, and collaborating with
regulatory bodies to enhance compliance. Ongoing research is recommended to deepen
understanding and refine strategies as conditions evolve.
This research contributes valuable insights for businesses, policymakers, and
communities seeking to address the demand for Home Fire Safety Kits in Malaysia. By
aligning strategies with the identified factors affecting demand, stakeholders can play a
pivotal role in fostering a safer living environment and mitigating the impact of fire
incidents on Malaysian households.

1
2.0 Introduction
In recent years, the demand for Home Fire Safety Kits in Malaysia has experienced a
notable surge, reflecting a growing awareness of the importance of fire prevention and
preparedness among Malaysian households. As urbanization and residential
development continue to expand, the need for effective fire safety measures has become
increasingly evident. The Home Fire Safety Kits, comprising essential tools and resources
to mitigate fire risks, have gained traction as indispensable components of households
seeking to enhance their safety and protect their loved ones and property from the
devastating impact of fires. This rising demand underscores a cultural shift towards
proactive fire safety measures and a recognition of the invaluable role these kits play in
fostering a secure living environment. This brief explores the factors contributing to the
heightened demand for Home Fire Safety Kits in Malaysia and the implications for both
consumers and the broader fire safety industry.

3.0 Problem Statement

In Malaysia, despite the implementation of awareness campaigns focused on fire safety,

a considerable number of households continue to lack adequate fire safety measures.
The existing gap is exacerbated by the absence of suitable home fire safety kits, indicating
a critical need for comprehensive preparedness resources.
Understanding the current level of preparedness and identifying the barriers preventing
the adoption of fire safety kits among Malaysian households is imperative to address this
pressing issue. This study aims to investigate the demand for fire safety kits in Malaysia,
evaluating the factors influencing their uptake and exploring potential solutions to bridge
the existing gap in home fire safety measures.

2
4.0 Literature Reviews
Fire safety awareness is a critical aspect of public safety, with a direct impact on the
prevention of fire incidents and the protection of lives and property. In Malaysia, as in
many countries, the rising incidence of fire cases, particularly in residential buildings, has
prompted a closer examination of the level of fire safety awareness among the public.
The study conducted by Azim Sulaiman, Mohd Najib Abd Rashid, and Naim
Mahyuddin sheds light on the alarming increase in fire incidents in Malaysia, emphasizing
the severe implications, including property loss and injuries to victims, especially in
residential buildings (Sulaiman et al., 2010). Residential properties, particularly landed
residential units, are identified as the most vulnerable to fire incidents, raising concerns
about the effectiveness of existing fire safety measures.
The study suggests that the primary contributor to the increasing fire cases is the
low level of fire safety awareness among the Malaysian public. Despite campaigns,
seminars, and training initiatives by the National Fire and Rescue Department, there is a
notable gap in public understanding and adherence to fire safety measures (Sulaiman et
al., 2010). This finding aligns with the observation that fire safety awareness is a complex
issue influenced by factors such as human behavior, psychological aspects, and societal
attitudes (Canter, 1980).
The examination of self-awareness and occupation in relation to fire safety
awareness reveals crucial insights. The majority of respondents in the study did not
possess fire safety apparatuses in their homes, indicating a lack of understanding of the
importance of such measures (Sulaiman et al., 2010). Factors such as cost, lack of
exposure to awareness campaigns, and perceptions of necessity contribute to the low
adoption of fire safety measures. Occupation-related variations in awareness levels
further highlight the need for targeted interventions.
The study emphasizes that despite continuous campaigns on fire safety
awareness, the response from the public has been disappointing (Sulaiman et al., 2010).
This calls into question the effectiveness of current awareness strategies and the need
for comprehensive and continuous campaigns. The recommendation for a more
interactive and informative Fire and Rescue Department website underscores the
potential of technology in enhancing public education on fire safety.
The Malaysian government has recognized the urgency of addressing the low level
of fire safety awareness. The study recommends the installation of fire safety apparatuses
in homes and amendments to legislation to enforce such measures (Sulaiman et al.,
2010). Comparisons with international practices, particularly in countries like Australia
and the United Kingdom, highlight the potential effectiveness of legislation mandating the
installation of smoke alarms and portable fire extinguishers.

3
5.0 Research Methodology

5.1 Research instruments

Data for this study was gathered using primary data through structured questionnaires.
The questionnaires were designed based on 22 questions related to the independent
variable.

5.2 Sampling and data collection

The research was conducted by giving surveys to random people in Malaysia using a
convenient method on social media. This approach let participants choose to fill out the
questionnaire voluntarily, making the data collection efficient and including a diverse
group of respondents from different regions and demographics in the country. The main
goal of the survey was to understand how much demand there is for home fire safety kits
in Malaysia, without focusing on specific locations. Despite the limitations of convenience
sampling, the study aims to offer valuable insights into the overall demand for home fire
safety kits in Malaysia.

5.3 Data analysis

The data collected for the study underwent analysis using the Statistical Package for the
Social Sciences (SPSS), a statistical software program. To assess the reliability of the
data, Cronbach's alpha coefficient was employed, gauging the internal consistency of the
questionnaire items. Descriptive analysis was carried out to explore the characteristics
and patterns present in the data. Furthermore, hypothesis testing was executed through
ANOVA analysis and t-tests, enabling the examination of relationships and significant
differences between variables. In summary, SPSS was employed for comprehensive data
analysis, covering reliability testing, descriptive analysis, and hypothesis testing.

4
6.0 Research Framework

From the outlined framework, hypotheses have been formulated to systematically

investigate the relationships among the variables in this study. Through rigorous scientific
testing using appropriate statistical analyses, we aim to establish a reliable relationship
model for understanding the demand for quality health care, as elaborated in the
subsequent analytical chapter.

Fred N. Kerlinger (2004) defines hypotheses as problematical statements articulating the

connections or relationships among two or more variables, presenting clear implications
for the subsequent testing of these stated relations. By subjecting these hypotheses to
testing, and thereby validating the theoretical relationships, we anticipate uncovering
solutions to the encountered problem, as emphasized by Sekaran (2003).

5
7.0 Analysis and Findings

7.1 Respondent Profile

The data provided pertains to the age distribution within a group of 120 individuals. The
participants are categorized into three age groups: 20-30 years, 31-40 years, and 41-50
years. In the 20-30 years age group, there are 19 individuals, constituting 15.8% of the
total. The 31-40 years age group is the most prominent, comprising 88 individuals or
73.3% of the total. The 41-50 years age group includes 13 individuals, making up 10.8%
of the total. This data provides a clear overview of the age composition within the studied
population.

The data provided gives insights into the gender distribution among a total of 120
individuals. There are two categories: Female and Male. In the Female category, there
are 39 individuals, making up 32.5% of the total. On the other hand, the Male category
consists of 81 individuals, accounting for 67.5% of the total. This data provides a clear
overview of the gender makeup within the studied population, with a higher representation
of males compared to females.

6
The data presented reflects the education levels of a total of 120 individuals, categorized
into three groups. The majority of participants, constituting 89.2%, hold a Diploma or
Degree. A smaller proportion, 5.8%, have attained higher education qualifications,
including Master's, PhD, or DBA. The third category comprises School Leavers,
accounting for 5.0% of the total. This data provides an overview of the education levels
within the surveyed population, with a significant majority having completed Diploma or
Degree programs.

The data provided offers insights into the distribution of monthly household incomes
among a total of 120 individuals. The participants' income levels are categorized into five
groups. The smallest group consists of individuals with a monthly household income of 1
- RM 2,000, representing 2.5% of the total. Moving up the income scale, the next category,
RM 2,001 - RM 4,000, includes 43 individuals, making up 35.8% of the total. The RM
4,001 - RM 6,000 income bracket is the third category, with 40 individuals and a
percentage of 33.3%. Those with a monthly household income in the range of RM 6,001
- RM 10,000 constitute 26 individuals, representing 21.7%. The highest income category,

7
RM 10,000 and above, includes 8 individuals, making up 6.7% of the total. This data
provides a comprehensive overview of the distribution of monthly household incomes
within the surveyed population, reflecting a diverse range of economic circumstances.

7.2 Reliability Test

The information is about how reliable a set of 12 items or questions is in a survey or test.
The Cronbach's Alpha it is calculated to be 0.449 (49%). The value of 0.449 indicates
moderate consistency among the 12 items, but it's not very high.

7.3 Coefficient Determination

The information presented in the "Model Summary" table provides an overview of a

statistical model.

R Square
This is the coefficient of determination, indicating the proportion of the variance in the
dependent variable that can be explained by the independent variables. Here, it's 0.356,
suggesting that 35.6% of the variability in the dependent variable is accounted for by the
independent variables.

Adjusted R Square
This is a modified version of R Square that adjusts for the number of predictors in the
model. It's 0.321 in this case.

8
Std. Error of the Estimate
A lower value indicates a better fit. Here, it's 0.39232.

7.4 Analysis of Variance using F-test (Anova)

Dependent Variable
The variable being predicted or explained by the model, which is labeled as "Demand"
in this case.

Regression
This section shows information related to the model's ability to explain the variance in
the dependent variable. It includes the sum of squares, degrees of freedom (df), mean
square, F-statistic, and the significance level (Sig.). The F-statistic (10.394) is a
measure of how well the independent variables predict the dependent variable. The
small significance level (Sig. = .000) suggests that the overall model is statistically
significant.

Residual
This section represents the unexplained variation in the dependent variable that is not
accounted for by the model. It includes the sum of squares, degrees of freedom, and
mean square.

9
7.5 Hypothesis Testing

The "Coefficients" table provides information about the individual contributions of different
variables in predicting the dependent variable (labeled as "Demand" in this case).

Dependent Variable
The variable being predicted, which is "Demand" in this case.

Coefficients Table

Constant: The value is 3.250, suggesting that when all other variables are zero, the
predicted value of the dependent variable is 3.250.

Awareness: For each unit increase in Awareness, the predicted value of the dependent
variable (Demand) increases by 0.209 units. The t-statistic (2.824) indicates whether this
effect is statistically significant, and with a significance level of 0.006, it is considered
significant.

Socio_demo: This variable's coefficient is -0.017, suggesting that for each unit increase
in Socio_demo, the predicted value of Demand decreases by 0.017 units. However, the
coefficient is not statistically significant (p-value = 0.824).

Social_norm: For each unit increase in Social_norm, the predicted value of Demand
decreases by 0.271 units. This effect is statistically significant with a p-value of 0.024.

10
Gov_policy: The coefficient is -0.079, suggesting a slight decrease in the predicted value
of Demand for each unit increase in Gov_policy, but this effect is not statistically
significant (p-value = 0.728).

Media: For each unit increase in Media, the predicted value of Demand decreases by
0.129 units. While this effect is not statistically significant at conventional levels (p-value
= 0.092), it's close to being significant.

Economic: This variable has the most substantial impact. For each unit increase in
Economic, the predicted value of Demand decreases by -0.850 units. This effect is highly
statistically significant with a p-value of 0.000.

11
8.0 Conclusion

In conclusion, the analysis of the regression model has given us some important insights
that can help make smart decisions to boost demand.
Firstly, the Economic factor is a big deal. It strongly predicts a drop in demand.
This means that if we work on improving economic conditions, tweak pricing strategies,
or bring in policies that help the economy, we can significantly increase demand.
Secondly, Awareness is crucial. It's a strong predictor for an increase in demand. This
tells us that marketing and efforts to make people aware of products or services are vital.
Businesses can benefit by investing in ads, educational programs, or communication
strategies to make consumers more aware.
Next up, social norm is a factor too. It's a predictor with a moderate negative impact
on demand. To tackle this, we need to understand and deal with societal norms that might
be hurting demand. Adjusting marketing or communication strategies to fit with these
norms or working to change them positively could be useful.
Given the importance of Economic, Awareness, and social norm, our strategies should
focus on these areas. This might mean teaming up with businesses, policymakers, and
community influencers to create a better economic environment, boost awareness, and
shape positive social norms.
It is important to keep an eye on things over time. The factors affecting demand
can change, so it's crucial to keep monitoring economic trends, awareness levels, and
societal norms. This way, we can adapt our strategies to match the changing conditions
and preferences.
Lastly, while this study gives some great insights, it is recommended to dig deeper.
Further research, exploring how these factors interact, doing surveys with consumers, or
adding more factors to our analysis can make our predictions even better. In the end, this
study lays the groundwork for making smart decisions, but ongoing research will help us
understand these factors even better.

12
9.0 Recommendation

Tailoring Home Fire Safety Kits to Specific Socio-Economic Contexts is a crucial strategy
considering the big impact that economic factors have on demand. This means
understanding the economic situations of the people you want to reach and making safety
kits that are affordable and relevant to them. For instance, thinking about different pricing
strategies or ways to support economic development can make these safety kits more
accessible to a wider group of people. By adjusting safety kits to fit economic realities,
businesses can better respond to the negative effects of economic factors on demand.

Another important suggestion is Leveraging Public Awareness Campaigns. We saw that

awareness has a positive effect on demand, so it makes sense to invest in letting people
know about Home Fire Safety Kits. This could involve advertising a lot, creating
educational programs, and using different ways to communicate why these kits are
important. Talking about the features, benefits, and affordability of the kits through various
channels will catch people's attention and encourage them to want these safety kits.

Collaborating with Regulatory Bodies to Enhance Compliance is another smart move.

Since social norms can have a negative effect on demand, teaming up with regulatory
bodies can help. Working closely with these authorities can align safety kits with the
norms in society and make sure people follow safety guidelines. Regulatory bodies can
also support and promote the use of Home Fire Safety Kits, making them more accepted
and a part of how things are done in society. By working with regulatory bodies, we can
positively influence these norms, matching the earlier recommendation to focus on
Economic, Awareness, and Social norm areas.

To sum it up, these recommendations are directly aimed at tackling the factors we found
affecting demand in our regression model analysis. By customizing safety kits to fit
different economic situations, investing in awareness campaigns, and collaborating with
regulatory bodies, stakeholders have a strategic plan to boost demand for Home Fire
Safety Kits. Keeping an eye on how things change over time, as we suggested earlier,
will also make sure these strategies stay effective.

13
10.0 References
1. Ishak, M. S. S., Abdul Samad, N. I., Hamzah, N. A., Nawi, M. N. M., &
Shaari, J. (2023). "Understanding the Level of Awareness and Knowledge
of Fire Safety Among Kindergarten Teachers in Perak, Malaysia."
Malaysian Journal of Medicine and Health Sciences, eISSN 2636-9346.

2. Rashid, Mohd Najib & Sulaiman, Azim & Mahyuddin, Muhammad. (2012).
EXPLORING FIRE SAFETY AWARENESS AMONG THE MALAYSIAN
PUBLIC.

3. Azim Sulaiman (2006). Exploring fire safety awareness among the

Malaysia public. Unpublished thesis. USM: School of Housing, Building
and Planning.

4. Canter, D. (1980). Fires and human behaviour. New York: John Wiley &
Sons. Home fire safety mooted. (2004, October).

5. Subramaniam, C. (2004), Human factors influencing fire safety measures.

Retrieved December 1, 2010, from the World Wide Web:
http://www.emeraldinsight.com/journals.htm?articleid=871043&show=html

14
11.0 Appendix

15