Brand Selection Decisions for the Purchase of Electrical Appliances: A Cross-Cultural Study of Urban Malaysian Consumers

Abstract

This study investigates various aspects of brand selection decisions for the purchase of durable products. The findings indicate that the majority of the respondents considered only two to three brands when making the purchase decision for an electrical appliance. The study also found that performance was a major factor for brand selection. This was followed by affect, price and normative factors respectively. The study also found that spouse was the most important “other people” to influence the buyer. The differences between two ethnic groups (i.e. the Malays and Chinese) on these aspects were also examined.