Global survey says M’sians love sales and they are the top sales seekers

KUALA LUMPUR: Here is proof that Malaysians indeed love bargains Malaysia has the highest proportion of sale seekers among the 51 countries surveyed by Nielsen.

More than three-quarters, or 78%, of online respondents in Malaysia indicated that they bought items that were on sale to save on household expenses.

Other countries in the top five for sale seekers were Turkey and Hungary, both at 77%, and Croatia and South Africa, at 76%.

Nielsen Malaysia director of retail measurement services Mukund Tripathi said rising fuel prices and an overall higher cost of living had prompted Malaysian consumers to actively search for ways to stretch their money and manage their budgets, while intensified competition among hypermarkets had led to Malaysian consumers constantly being invited to participate in sales and promotions.
Stall visitors choosing garments on sale – The Star file pic by Elween Loke

“This pull factor from the retailers has not only fed consumer desire of buying goods at lower prices, but has also driven them to be more price-sensitive,” he said in a statement.

Conducted between March 23 and April 12 this year, Nielsen’s 2011 Global Online Shopping and Saving Strategies Survey polled more than 25,000 Internet respondents in 51 countries throughout the Asia-Pacific, Europe, Latin America, the Middle East, Africa and North America.

The findings show that other popular savings strategies used by Malaysians include purchasing large value packs (at 46%), shopping at value retailers (45%) and using coupons (43%).

“Larger packages are always seen as big value savers (value for money) for consumers and they are still the preferred option.

“Recently, we have seen that some manufacturers have reduced packageing size while maintaining the price of the package (to cover the cost of production), but these are generally temporary measures. Package downsizing at a constant price is not a sustainable option,” said Mukund.

While accessibility to retailer sales and promotions is greater within the country, consumers may end up buying more than they actually need, with 36% of online consumers surveyed saying that stocking up on groceries or household staples was their primary reason for making a shopping trip.By contrast, one-quarter of the respondents said they would make a quick trip to the store to replenish an item they ran out of at home. When a few essential items were missing, 23% of the online consumers would not mind making a quick shopping trip to just pick up a few of them.

Meanwhile, more than three in five, or 62%, respondents said they were likely to take advantage of online shopping only if goods were delivered to their homes.

Picking up online orders inside the store (at 47%), via drive-through (46%) or making a curbside pick-up outside the store (35%), all of which involved travelling, were not vastly preferred.

If they needed to travel or purchase offline, 60% of the consumers indicated that they were likely to try hand-held scanners to record purchases while shopping to avoid waiting at the checkout lines.

“Convenience is also highly sought after by most Malaysian consumers after lowest price. Conveniences include nearby locations, easy access once in-store or even easy payment.

“Credible retailers who can offer worry-free or secure online payment channels with delivery may be able to create an alternative shopping experience in terms of convenience to the technology-savvy and dependent consumers,” said Mukund.
Source-The Star

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