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Factors that Influence Consumer Behavior: A Case Study of a Multinational Consumer Goods Company in Malaysia

Wei Chien Ng · Haslindar Ibrahim · Yan Qi Quah · Qistina Binti Mohd Farhan · Yi Qiu · Rafiqah Najwa Binti Mohamad Rasyid +3 more

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Consumer Behavior and Marketing Influence Customer Service Quality and Loyalty Consumer Behavior in Brand Consumption and Identification

Abstract

Unilever, a British multinational known for its consumer goods, operates in over 190 countries, including Malaysia. Unilever Malaysia was founded over 100 years ago and has improved the lives of millions of Malaysians for more than 70 years. This study aims to explore factors that influence consumer behavior in Unilever Malaysia. Consumer behavior describes the decisions individuals make while choosing, paying for, using, and discarding goods and services. Understanding consumer behavior is important because it allows companies to customize marketing strategies to produce products that are more satisfactory to customers, achieve stronger competitiveness, and customer loyalty for the company. This research collected primary data from 100 Unilever Malaysia customers via an online survey. The findings reveal that perceived quality, brand image, and perceived value significantly influence consumer behavior toward Unilever Malaysia, among which perceived value has the most significant impact. These factors have a positive impact on consumers’ decision-making process. These findings provide Unilever Malaysia with advantages for future growth in terms of enhancing customer satisfaction and brand loyalty.

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1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1999Whence Consumer Loyalty?2001Consumer perceived value: The development of a multiple item scale 1991Why we buy what we buy: A theory of consumption values 2021Social commerce website design, perceived value and loyalty behavior intentions: The moderating roles of gender, age and frequency of use 2019The impact of perceived CSR on corporate reputation and purchase intention 2021The effect of brand experiences on brand loyalty through perceived quality and brand trust: a study on sports consumers

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