FACTORS INFLUENCING CONSUMER CHOICES IN RETAIL PURCHASES AMONG RURAL COMMUNITIES

Nurulhayah Muhamad, Ai'nna Raihana Baharudin, Nurul Liyana Hussin, Nor Hazanah Miskan, Maryam Mohd Esa, Norzaimah Zainol

Abstract


The retail industry in Malaysia is one of the rapidly growing industries. In addition to contributing to the country's economic growth, this industry also provides wider job opportunities and promotes entrepreneurship development. However, this phenomenon has triggered intense competition and pressure on local businesses. This study is a research on the factors influencing consumer choices in retail purchases among rural communities for daily needs. The study aims to examine the relationship between place, price, and product factors with consumer tendencies in making retail purchase choices. The research focuses on the rural community in Kampung Bukit Badong, Bestari Jaya, who have shopped at local retail stores within the village. The sampling method used in this study is the quota sampling method, and 217 respondents answered the distributed questionnaire. Data were collected, and SPSS software was used to analyze the data using correlation analysis methods. The results of the study found that all factors had a significant positive relationship with consumer tendencies in making retail purchase choices, with the price factor showing the strongest relationship compared to place and product.


Keywords: Price, Place, Product, Consumer choices in retail purchases.


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