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All Journal International Journal of Tourism and Hospitality in Asia Pasific Journal of the Community Development in Asia
Wei Chien Ng
Universiti Sains Malaysia
Humanities

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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 Wen Qiu; Rafiqah Najwa Binti Mohamad Rasyid; Roshini A/P Muralydaran; A. J. Ali; Daisy Mui Hung Kee
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 2 (2025): June 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i2.4004

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.
Intention to Repurchase Taxi-Hailing Apps and Factors Affecting Customer Satisfaction: A Case Study of a Digital Mobility Platform Wei Chien Ng; Haslindar Binti Ibrahim; Wai Shen Poon; Jian Hua Poh; Co Ying Phan; Povinkumar A/L Thevarayan; Chengcong Qian; Anees Jane Ali; Daisy Mui Hung Kee
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 2 (2025): June 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i2.4019

Abstract

The rise of internet technology and smartphone adoption has significantly transformed the transportation landscape, with e-hailing services like AirAsia Move gaining popularity in Malaysia. This study aims to examine the key factors influencing customer satisfaction and how these factors affect users’ intention to repurchase AirAsia Move services. A quantitative approach was employed, using an online survey distributed via Google Forms to 125 active users of the app. Regression analysis revealed that perceived usefulness (? = 0.328), compatibility (? = 0.359), and customer satisfaction (? = 0.359) have a significant positive impact on repurchase intention, supporting hypotheses H1, H3, and H5. The model explained 77.1% of the variance in repurchase intention (R² = 0.771). Moreover, customer satisfaction mediates the relationship between perceived usefulness and compatibility on repurchase intention, while price and safety were found to be statistically insignificant. The findings emphasize the importance of designing functionally useful and compatible e-hailing services to improve customer satisfaction and encourage repeat usage. Practical implications include prioritizing app usability and integration into users’ routines to enhance customer loyalty and competitiveness in the digital mobility market.
Entrepreneurial Challenges and Issues: A Case Study of Undergraduate Entrepreneurs in Malaysia Wei Chien Ng; Paul Dung Gadi; Zhao Shengnan; Rong Sidan; Song Ruixuan; Mohammad Shukor Bin Md Zain; Mohd Fazmin Syazwan Bin Muhammad Fauzie; Daisy Mui Hung Kee; Anees Janee Ali
Journal of The Community Development in Asia Vol 8, No 3 (2025): September 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jcda.v8i3.4174

Abstract

This study aims to examine the key challenges encountered by Malaysian university students in their entrepreneurial journey, identify the underlying causes, and propose practical recommendations for improvement. Employing a quantitative research design, the study surveyed 100 undergraduate students from Universiti Sains Malaysia (USM) through Google Forms. The findings reveal that entrepreneurial barriers predominantly arise from five major factors: aversion to stressed hard work, aversion to risk, fear of failure, lack of social networking, and lack of resources. These challenges reflect both individual limitations and structural constraints that hinder students’ entrepreneurial engagement and sustainability. Based on the analysis, the study suggests several measures to strengthen entrepreneurial ecosystems in higher education, including enhancing institutional support, optimizing access to funding, improving government policies and regulatory frameworks, and fostering an entrepreneurial culture on campus. Overall, this research contributes to a deeper understanding of the entrepreneurial difficulties faced by university students in Malaysia and highlights the need for integrated efforts from universities, policymakers, and industry stakeholders to cultivate a more supportive environment for student entrepreneurship.
The Effect of Eco-Friendly Packaging on Consumer Purchase Intention: A Study of Beverage Sustainable Packaging Practices Nur Fatin Nabilah Binti Azaini Imran; Nur Firyal Binti Noor Effendee; Nur Hazwani Husna Binti Mohd Faris; Nur Irdina Safi Binti Mohd Puad; Nitin Nitin; Vanshika Verma; Kumar Mayur; Hui Ling Lim; Wei Chien Ng; Meenu Baliyan; Daisy Mui Hung Kee
Journal of The Community Development in Asia Vol 7, No 1 (2024): January 2024
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jcda.v7i1.2539

Abstract

Being among the biggest beverage manufacturers in the world, Coca-Cola has recently embraced a variety of sustainability measures, such as water conservation, reduced packaging, and the use of renewable energy. However, the idea begs the issue of whether consumers have the intention to purchase Coca-Cola if the product adopts greener practices. This study examines the effect of ecologically friendly packaging on consumer purchase intention, use Coca-Cola as a case study. An online survey was employed to gather primary data from 100 Coca-Cola customers in order to better comprehend and support the research findings. This research investigated whether environmental concerns about awareness of brand and Coca-Cola sustainable packaging practice and awareness of eco- friendly influence will affect the purchase intention of consumers on Coca-Cola. This research provides fresh insights on consumers’ perception of eco-friendly packaging, and how this perception may encourage consumer purchasing decisions.
Co-Authors A. J. Ali Anees Jane Ali Anees Janee Ali Chengcong Qian Co Ying Phan Daisy Mui Hung Kee Daisy Mui Hung Kee Haslindar Binti Ibrahim Haslindar Ibrahim Hui Ling Lim Jian Hua Poh Kumar Mayur Meenu Baliyan Mohammad Shukor Bin Md Zain Mohd Fazmin Syazwan Bin Muhammad Fauzie Nitin Nitin Nur Fatin Nabilah Binti Azaini Imran Nur Firyal Binti Noor Effendee Nur Hazwani Husna Binti Mohd Faris Nur Irdina Safi Binti Mohd Puad Paul Dung Gadi Povinkumar A/L Thevarayan Qistina Binti Mohd Farhan Rafiqah Najwa Binti Mohamad Rasyid Rong Sidan Roshini A/P Muralydaran Song Ruixuan Vanshika Verma Wai Shen Poon Yan Qi Quah Yi Wen Qiu Zhao Shengnan