Age and Gender Differences Associated with Family Communication and Materialism among Young Urban Adult Consumers in Malaysia: A One-Way Analysis of Variance (ANOVA)

Abstract

The main purpose of this study is to examine the differences in age and gender among the various types of family communication patterns that takes place at home among young adult consumers. It is also an attempt to examine if there are differences in age and gender on the development of materialistic values in Malaysia. This paper briefly conceptualizes the family communication processes based on existing literature to illustrate the association between family communication patterns and materialism. This study takes place in Malaysia, a country in the Southeast Asia embracing a multi-ethnic and multi-cultural society. Preliminary statistical procedures were employed to examine possible significant group differences in family communication and materialism based on various age group and gender among Malaysian consumers. A one-way analysis of variance was utilised to determine the significant differences in terms of age and gender with respect to their responses on the various measures. When there were significant differences, Post Hoc Tests (Scheffe) were used to determine the particular groups which differed significantly within a significant overall one-way analysis of variance. The implications, significance and limitations of the study are discussed as a concluding remark.

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