Title: A comparative study on young-adult decision-making behaviour in regions within Malaysia

Authors: Kay Hooi Keoy; Audrey Sin Lye Yee; Padzil Hassan

Addresses: Centre of Excellence for Research, Value Innovation and Entepreneurship (CERVIE), Faculty of Management and Information Technology, UCSI University, 1, Jalan Menara Gading, UCSI Heights, 56000 Kuala Lumpur, Malaysia. ' Faculty of Management and Information Technology, UCSI University, 1, Jalan Menara Gading, UCSI Heights, 56000 Kuala Lumpur, Malaysia. ' Faculty of Architecture, Planning and Surveying, Centre for Construction Project and Infrastructure Management (CPIM), Universiti Teknologi MARA, 40450 Shah Alam, Selangor Darul Ehsan, Malaysia

Abstract: Consumers constantly required making decision regarding choices, purchases and use of products and services. This decision is often difficult as various expect needs to be evaluated during the decision-making process to obtain a desirable outcome. Further to this, there is also evidence that shows the high failure rate of businesses was attributed to consumer. In the present study, the purpose is to evaluate the extent of young-adult consumers| decision-making behaviour between the two chosen regions that varies, which impact on consumers| buying behaviour. The required information was collected from 100 respondents who were randomly selected from two regions in Malaysia. The findings revealed that there are no statistical significant differences in these young-adult consumers| buying behaviour between two regions in Malaysia.

Keywords: young adults; consumers; decision-making behaviour; buying behaviour; consumer choices; product purchase; needs evaluation; failure rates; business failures; Peninsular Malaysia; East Malaysia; business competition; business growth.

DOI: 10.1504/IJBCG.2012.044056

International Journal of Business Competition and Growth, 2012 Vol.2 No.1, pp.52 - 83

Published online: 01 Dec 2011 *

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