An Analysis of The Cultural Orientation Antecedents towards Malaysian Consumption Behaviour

Abstract

Purpose – The main aim of this study is to examine the relationships between Cultural Orientation (CO) variables that influence the consumption of foreign made products among Malaysian consumers. Cultural orientation variables consist of Ethnocentrism (Etn), Xenocentrism (Xen), and Cosmopolitanism (Cos). Design/methodology – A quantitative survey was administered in which questionnaire has been adopted as the instrument for this study. Selected Malaysian consumers were the population for this study and a total number of 122 prudently selected samples were analyzed. The analysis of the study is using the Statistical Package for Social Sciences (SPSS) Software. Findings – This study concluded that CO variables such as Xen and Cos examined in this study were significant and demonstrated positive relationships. Meanwhile Etn demonstrated a non-significant relationship with the consumption of foreign made products among Malaysian consumers. Practical implications – The study will add an insightful empirical finding to the existing literature in the context of cultural orientation and foreign made products consumption. The results can assist governments, businesses, and consumers to enhance the understanding on the importance of cultural orientation especially in the multicultural markets.