The Impact Of Economic Situation On Household Buying Behaviour

Ong, Xin Yi (2017) The Impact Of Economic Situation On Household Buying Behaviour. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Global economic condition still in a fragile state. When the economic situation had suffered significant changed around the world, the consumer had reported as different behaviour in term of their buying behaviour. The purpose of this study was to identify the impact of economic situation that change household buying behaviour in terms of frequency of shopping, buying decision and brand switching with the aim to benefit the food and beverage industry to help them analyse the current economic situation which lead household buying behaviour change. The conceptual framework of impact of economic situation on household buying behaviour including inflation, unemployment rate and income rate as independent variables while household buying behaviour such as frequency of shopping, buying decision and brand switching as the dependent variables. The questionnaires were distributed to respondents and 150 of data was collected to analyse using Statistical Package for Social Science (SPSS) through descriptive analysis, correlation analysis and regression analysis. The finding of research able to benefit the food and beverage industry in Malaysia. Based on a statistic which shows on Department of statistics Malaysia Official Portal, food expenses were the major expenses of Malaysian in their monthly expenses as food was a basic need for human. Hence, this research was important to food and beverage companies to realize the change in economic situation so they can prepare a solution to overcome the problems that they faced.

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