Title: Consumer buying decision towards MLM branded health supplement in Malaysia

Authors: Yan Chyuan Heng; Alex Hou Hong Ng

Addresses: INTI International University, Persiaran Perdana BBN, Putra Nilai, 71800 Nilai, Negeri Sembilan, Malaysia ' INTI International University, Persiaran Perdana BBN, Putra Nilai, 71800 Nilai, Negeri Sembilan, Malaysia

Abstract: With increasing health awareness and demand for health supplements in Malaysia, the purpose of this study is to identify the reasons why consumers in Malaysia choose to buy multi-level marketing's branded health supplements. This study examines the extent of price, membership status, influencer's impact and product attributes towards consumers buying decision of multi-level marketing's branded health supplements. A questionnaire-based survey was used to collect data from 391 consumers in Malaysia and the data was analysed by employing SPSS. The results indicated that price, membership status and influencer's impact have significant positive effect on consumers buying decision, but such effects were not shown by product attributes. The results suggested that the multi-level marketing companies should look more into the development and promotion of the product rather than the method of selling and this is important in developing strategies to be competitive in multi-level marketing business.

Keywords: buying decision; consumer behaviours; direct selling; multi-level marketing; MLM; health supplements.

DOI: 10.1504/IJBSR.2020.110767

International Journal of Business and Systems Research, 2020 Vol.14 No.4, pp.471 - 488

Received: 05 Jun 2018
Accepted: 14 Mar 2019
Published online: 29 Oct 2020 *

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