Rural Malays, the study found, are more sceptical of advertising than are urban Malays, for example. Most adhere to traditional gender boundaries - over 80 per cent of both sexes agreed that wives should be subservient to their husbands.
The study also created six psychographic clusters, with varying media consumption and brand preference. For example, ‘Modern Klasik’ making up 17 per cent of the population, are brand-conscious and urban, but still believe in traditional family values.
The study also created six psychographic clusters, with varying media consumption and brand preference. For example, ‘Modern Klasik’ making up 17 per cent of the population, are brand-conscious and urban, but still believe in traditional family values.
Meanwhile, ‘Mak Long’ is made up of housewives whose purchase decisions are based on what’s best for the family. Their main exposure to advertising is through TV.
“Further in-depth studies and understanding of the growing influence of the Malay market are essential. It is about what and where they buy, and what drives them,” said Andreas Vogiatzakis, MD, OMD Malaysia.
