Tourist Shopping Styles and Preferences in Kuala Lumpur, Malaysia

Abstract

Tourism is a flourishing industry and vital in mobilizing the national economy. Malaysian economic sectors have benefited from tapping on the tourism industry with various promotional activities which include shopping. Shopping is the most favourite tourist activity and a significant economic contributor to the tourism and retail industry. Although various researches were conducted on tourism and shopping, a comprehensive investigation on tourist's shopping styles and prefer-ences still remains very much unanswered especially in Malaysian shopping land-scape. Thus, a comprehensive research on this matter and arising issues are much required to avoid a drop in retail sales, a decrease in tourist spending, and other unfavourable aspects. Therefore, to fulfil this gap, this study was conducted to examine the inter-relationship between tourist demographic characteristics, tourist shopping styles, and tourist shopping preferences, during their visit to Kuala Lum-pur. Administrative questionnaires were distributed personally to 471 tourists us-ing mall intercept surveys. The data was analysed using the Statistical Program for the Social Science (SPSS) and findings revealed that there is significant rela-tionship between demographic characteristics and tourist preferences towards tourist shopping style. Both local and international tourists prefer to buy clothing while they are in Kuala Lumpur. In terms of their shopping styles, the internation-al tourists tend to be novelty-seeking and local tourists tend to be price conscious since they prioritized value for money while shopping. The study includes among others the matters of influence such as the styles, choices, and regulatory impact, such as tax redemption to assess their preferences. The study concludes that un-derstanding the tourist shopping styles according to their preferences and demo-graphic characteristics is beneficial for shopping tourism and retail industry in Ma-laysia.

Full text

Tourist Shopping Styles and Preferences in
Kuala Lumpur, Malaysia
Azila Azmi1, Anis Liana Buliah, Angayar Kanni Ramaiah, Hashim Fadzil
Ariffin, & Anderson Ngelambong
1 Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Pulau Pinang,
Malaysia
azila.azmi@ppinang.uitm.edu.my1
Abstract. Tourism is a flourishing industry and vital in mobilizing the national
economy. Malaysian economic sectors have benefited from tapping on the tourism
industry with various promotional activities which include shopping. Shopping is
the most favourite tourist activity and a significant economic contributor to the
tourism and retail industry. Although various researches were conducted on tour-
ism and shopping, a comprehensive investigation on tourist's shopping styles and
preferences still remains very much unanswered especially in Malaysian shopping
landscape. Thus, a comprehensive research on this matter and arising issues are
much required to avoid a drop in retail sales, a decrease in tourist spending, and
other unfavourable aspects. Therefore, to fulfil this gap, this study was conducted
to examine the inter-relationship between tourist demographic characteristics,
tourist shopping styles, and tourist shopping preferences, during their visit to Kua-
la Lumpur. Administrative questionnaires were distributed personally to 471 tour-
ists using mall intercept surveys. The data was analysed using the Statistical Pro-
gram for the Social Science (SPSS) and findings revealed that there is significant
relationship between demographic characteristics and tourist preferences towards
tourist shopping style. Both local and international tourists prefer to buy clothing
while they are in Kuala Lumpur. In terms of their shopping styles, the internation-
al tourists tend to be novelty-seeking and local tourists tend to be price conscious
since they prioritized value for money while shopping. The study includes among
others the matters of influence such as the styles, choices, and regulatory impact,
such as tax redemption to assess their preferences. The study concludes that un-
derstanding the tourist shopping styles according to their preferences and demo-
graphic characteristics is beneficial for shopping tourism and retail industry in
Malaysia.
Keywords: shopping tourism, tourist shopping styles, tourist shopping prefer-
ences, retailing

2 Azmi, Buliah, Ramaiah, Ariffin, & Ngelambong
1 Introduction
Tourism industry has a major impact on Malaysia’s economic development by
benefiting the various tourism related commercial activities and economic sectors
such as hospitality, transportation, shopping, entertainment, recreational and lei-
sure activities (Kusni, Kadir, & Nayan, 2013). Studies have revealed that Kuala
Lumpur is ranked as the fourth best shopping city in the world and third out of 10
largest malls located within the city in the world are (Kim, 2014). Thus, Malay-
sia’s plan to absorb tourists from huge emerging markets of China, India, and
more specifically, Middle East, can be a remarkable contribution to the economic
growth of the country. According to Malaysia Tourist Profile (2013), shopping has
become a prominently important tourist activity in Malaysia for at least two rea-
sons; first, it is among the major activities that tourists had engaged after the sight-
seeing and the value spent on accommodation by tourist is almost equal to the val-
ue spent on shopping. Tourists find their trip is incomplete without having spent
time shopping and feel they cannot return home without buying “something” to
take back home from the country they visited (Jaafar, Hamiruddin, & Sohaili,
2012).
Although a number of research studies regarding tourist shopping behaviour
have been historically examined, but fewer have been found dealing specifically
with tourists who come to Malaysia. There are also very few researches that exam-
ined on tourist shopping style and preferences in Malaysia shopping landscape.
Hence, to fulfil this gap, this study examines the interrelationship between tourist
shopping demographic, tourist shopping styles, and their preferences during their
trip or vacation in Kuala Lumpur using tourist shopping styles typology adopted
from Letho, Chen and Silkes (2014). The adaptation of tourist shopping typology
is more diverse than the Consumer Styles Inventory (CSI) in gaining more infor-
mation about tourist behaviour.
2 Shopping Tourism
Most tourists travel itineraries are considered incomplete without the possibility
of shopping activities (Filipović, Jovanović, & Cicvarić Kostić, 2013; Jin, Mos-
cardo, & Murphy, 2017). Traditionally, tourists tend to look primarily for souvenir
items and purchased them as a symbol and memory during their vacation or trip.
However, previous studies revealed that souvenirs are no longer the primary tour-
ists purchase product (TIA, 2001; Timothy, 2005). Researchers upon examination
of the general tourist shopping trend found that the tourists do purchase many
more items besides souvenirs (Kim et. al., 2011). Tourist shopping products have
been categorized and tested with tourist demographics, trip typologies, and trip-

Tourists Shopping Styles and Preferences in Kuala Lumpur 3
specific characteristics to understand the reason why tourists shop for general
items (Lehto, O’Leary & Marrison, 2004; Oh et. al., 2004).
Furthermore, habitually, tourists usually focus on specific goods and services,
for example hotels, restaurants, cultural or entertainment zones that are offered in
the place (Moscardo, 2004). Nevertheless, modern tourists are enjoying making a
high purchase power and consumers of wider goods, such as fashion, crafts or de-
sign (Kim, Timothy, & Hwang, 2011; Zhu, Xu, & Jiang (2016). The preferences
of tourist shopping items also diverse across different destination (Lehto et al.,
2004; Xu & McGehee, 2012; Wong, 2013). In view of that, shopping has undeni-
ably become one economic contributor and a part of the recreational activities
(AbuElEnain, & Yahia, 2017).
2.1 Tourist shopping styles and preferences
Tourist shopping styles can be defined as behaviours among tourists during their
vacation. There are twelve behaviour styles according to Lehto et al. (2014) which
are: (1) Perfectionistic, High-quality Conscious; (2) Brand Conscious, “Price
Equals Quality”; (3) Novelty-seeking Style; (4) Fashion-conscious Style; (5) Rec-
reational, Hedonistic Style Confused; (6) Price Conscious, “Value For Money”;
(7) Impulsive, Careless Style; (8) Confused By Over Choice; (9) Habitual, Brand-
loyal; (10) Uniqueness-seeking; (11) Variety-seeking; and (12) Incidental, Apa-
thetic. CSI will adapt into the tourism context to account for tourists’ perceptions
and preferences. Each of the shopping styles is explained below:
Perfectionistic, High-quality Conscious Style: This type of characteristic describes
a tourist who searches carefully and thoroughly for the best quality in products.
Perfectionistic or high-quality conscious consumer has specific ideas about best
quality products and consistently looks for these qualities (Nayeem, 2012). This
research measures the tourists’ search for the very best quality in products by
shopping carefully, systematically or by comparison.
Brand Conscious, “Price Equals Quality” Style: For this kind of tourist style,
tourists believe the higher the price of a product, the better the quality would be.
Usually, they prefer products that are rather expensive and of the well-known
brands. Brand conscious element is choosing well-known brands allows avoiding
risks and believing high prices equal to high quality (Decrop & Snelders, 2005).
For this research, the researcher will examine tourists’ orientation towards buying
expensive and well-known brands.

4 Azmi, Buliah, Ramaiah, Ariffin, & Ngelambong
Novelty-seeking Style: A characteristic identifying consumers who appear to like
new and innovative products and gain excitement from seeking out new things.
Consumers with novelty-seeking shopping style are likely to gain excitement and
pleasure from seeking out new things through shopping (Zuckerman, 1979). When
tourists have strong characteristics of novelty-seeking, they experience the ex-
citement of thrill and surprise, and thus, are more involved in situations, and have
higher degrees of situation involvement and satisfaction.
Fashion-conscious Style: Individuals who possessed the value of fashion con-
sciousness would be likely to also exhibit positive attitudes towards fast fashion
retailers that offered them an opportunity to purchase up-to-date merchandise
(Homer & Kahle, 1988). For this study, fashion-conscious style will be examined
to understand the tourists’ tendency to keep up-to-date with styles and being in
style on vacation.
Recreational, Hedonistic Style: A characteristic measuring the degree to which a
consumer finds shopping a pleasant activity and shops just for the fun of it. Bel-
lenger and Korgaonkar (1980) defined recreational shoppers as “those who enjoy
shopping as a leisure-time activity” while Prus and Dawson (1991) identified rec-
reational shopping orientations as embracing “nations of shopping as interesting,
enjoyable, and entertaining and leisurely activity”. Enjoyment is a major compo-
nent of recreational shopping. Hence, for this research, this style will be used to
examine whether tourists find shopping pleasant and fun.
Price Conscious, “Value for Money” Style: According to Nicolau (2011), price is
one of the most influential factors affecting tourist decisions and this explains the
wide use of the low-cost strategy by tourism firms. Tourists normally are aware of
how much things cost and thus, avoiding buying expensive items and looking for
value for money. This style measures whether tourists look for sale prices and ap-
pear conscious of value for money.
Impulsive, Careless Style: Multitudes of research studies have been conducted to
define, explain, and measure purchase on impulse (Rook & Hoch, 1985; Rook,
1987; Rook & Gardner, 1993; Rook & Fisher, 1995). Impulse buying occurs when
an individual feels a sudden, often powerful and persistent desire to make an unin-
tended, unreflective, and immediate purchase after being exposed to certain stimu-
li. This style identifies those who tend to buy in the branch of the moment and ap-
pear unconcerned about how much they spend.

Tourists Shopping Styles and Preferences in Kuala Lumpur 5
Confused by Over Choice Style: Sproles and Kendall (1986) characterized con-
sumer's confusion caused by too much product information or too many product
choices. A variety of factors may contribute to confusion – from the abundance of
promotional information, through to the array of competing brands in the market
(Nayeem & Casidy, 2015). This dimension measures how much tourists feel over-
loaded with brand and store options.
Habitual, Brand-loyal Style: Usually, tourists who are fond towards this style have
formed habits in choosing these continually. A characteristic which indicates con-
sumers with their favourite brands and stores, and those who like to choose these
things repetitively (Vincent, 2013). Brand loyal style implies the habitual purchas-
ing. Consumers that have high loyalty tend to repeat their purchase from past
brands and stores. This factor measures whether tourists tend to choose brands and
stores that they are accustomed to when they are not travelling.
Uniqueness-seeking Style: People who have this kind of style have a value
uniqueness desire to see themselves as different from others. Snyder and Fromkin
(1977) investigated the concepts of conformity and uniqueness-seeking. They ob-
served that most people have a need to see themselves as moderately unique, but
they spotlighted the fact that individual differences in this motive emerge. Indi-
viduals who value uniqueness desire to see themselves as different from others
(Fromkin & Snyder, 1980). For this study, uniqueness-seeking style will examine
tourists’ tendency of seeking unique, scarce or customized products.
Variety-seeking Style: Variety-seeking style is a behavioral tendency that can be
observed in various consumption situations (Huang, 2014). Consumers' varie-
ty‐seeking tendency is associated with the strength with which individuals seek
variety by switching within familiar alternatives (Orth & Bourrain, 2005). For this
study, the variety-seeking style will examine on tourists’ brand switching behavior
and tourists’ desire for trying and buying new products when travelling.
Incidental, Apathetic Style: Apathetic shoppers have little or no interest in shop-
ping or in store type and try to minimize buying effort (Kwek, Tan, & Lau, 2010).
According to Reaid and Brown (1996), they are people who have no real interest
in or actively dislike shopping and appear to endure rather than enjoy the whole
experience. For this research, apathetic style will be studied to measure the lack of
interest in shopping when they travel.

6 Azmi, Buliah, Ramaiah, Ariffin, & Ngelambong
Meanwhile, tourist shopping preferences is a term referring to the items that have
been purchased by the tourists during their vacation or trip. They tend to look for
souvenirs that represent the destination they visit (Timothy, 2005). A souvenir is a
symbol and memory of an experience that differs from the daily routine (Littrell,
1990; Timothy, 2005). The primary reason for souvenir purchases is to remind
tourists about their experience (Timothy, 2005). The item that has been chosen by
tourists: mass produced items and figurines; and arts and crafts (Turner &
Reisinger, 2001); gem stones; jewellery (Turner & Reisinger, 2001); leather
goods; house wares; objects that depict wildlife and nature objects; markers paint-
ing by word such as mug and clothing; picture or symbol represents the place by
the souvenir (Blundell, 1993; Gordon, 1986); antiques product (Grado, Strauss, &
Lord, 1997); collectibles (Michael, 2002); clothing (Asplet & Cooper, 2000;
Turner & Reisinger, 2001); postcards (Markwick, 2001); and food and clothing as
local products (Gordon, 1986). However, the range of goods purchased by tourists
is broadening and does not any longer consist of just souvenirs and necessary per-
sonal items (Turner & Reisinger, 2001). Additionally, the amount of grocery
shopping by tourists has increased (Timothy & Butler, 1995) and the retail stores
are an important part of the tourism infrastructure (Timothy, 2005). Apart from in-
frastructure, the performance of tourism destination has become a significant ele-
ment of the retail stores' performance (Suhartanto, 2017).
2.2 The shopping landscape of Malaysia
Shopping has been given an agenda and prominence in the Malaysia Tourism
Transformation Plan 2020. Malaysia’s Mega Sale Carnival and Malaysia’s Year
End Sale have been held every year to attract tourist and is recognized in Malaysi-
an Calendar of Events. Within the carnival periods, tourists are awarded with vari-
ous discounts, special offers, and incentives which include some tax reliefs. Spe-
cial visitor’s incentive programs are particularly set for tourists by several
shopping malls and retailers to attract tourists which also allow them to enjoy
great discounts or rebate on normal price item.
Furthermore, the encouraging regulatory environment which supports fair
competition pricing system through the Competition Act 2010 and Malaysian
Competition Commission (MyCC) promotes consumer welfare by imposing better
competition and pricing system in Malaysia. This together with Consumer Protec-
tion Act 1999 and Consumer Tribunal with appropriate consumer safety regula-
tions and goods standardization also boost the sales because it promotes the confi-
dence level of the shoppers and retail business in Malaysia. This is also one of the
reasons why Malaysia stands out to be one of the better shopping destinations in
Asia.
The Ministry of Tourism in Malaysia also has attempted and adopted a number
of strategies to strengthen the shopping tourism industry in Malaysia which in-

Tourists Shopping Styles and Preferences in Kuala Lumpur 7
cludes some focusing on fast development of well-known shopping malls such as
Suria KLCC, Pavilion, Star Hill, Mid-Valley, The Gardens, Times Square, 1 Uta-
ma, Sunway Pyramid, Publica and brand outlets which offer diversity of products
and brands from all over the world. In recognition of the potential retail sector to
further boost tourist expenditure in the country, Tourism Malaysia, in fact, has
formed Malaysia Shopping Secretariat (SSM) in 2003 to streamline all efforts in
intensifying the development of the shopping sector as a major component of Ma-
laysia’s tourism economy. One of the SSM's mission is to promote Malaysia as a
world-class shopping destination to both domestic and international tourists. In
2015, Tourism Malaysia has clustered and recognized eight major shopping desti-
nations in Malaysia which includes the Klang Valley, Penang, Johor, Malacca,
Kota Kinabalu, Sabah, Federal Territory of Labuan, Kuching and Miri in Sarawak,
and Langkawi in Kedah. Each cluster has its own shopping attractions.
3 Methodology
The quantitative method was used as a research paradigm and a self-
administrated questionnaire was distributed to 500 domestic and international
tourists using the mall intercept technique at major shopping complexes in Kuala
Lumpur. From the 500 questionnaires distributed, 471 were returned and ana-
lyzed, yielding 94.2% response rate. Convenience sampling was used as sampling
technique. Kuala Lumpur was selected since it is the main capital city of Malaysia
and most of the major shopping complexes are located in that particular city. The
data was analyzed by using Cronbach’s Alpha for reliability; Test of Normality
was used to determine whether the data collected is normal or non-normal; De-
scriptive Analysis was tabulated on the respondents’ demographic; and the Krus-
kal-Wallis test analysis was used to determine the objective.
4 Results and Discussion
4.1 Tourist demographic characteristics and tourist shopping styles
There is significant relationship between demographic characteristics and tour-
ist shopping styles among international and local tourists. Specifically, significant
differences were found among respondents with different gender, age, education,
income, region/country, travel party composition, purpose of vacation, and occu-
pation. Travel party composition was the only characteristic that is not significant
relationship in explaining the differences in tourist shopping styles among interna-

8 Azmi, Buliah, Ramaiah, Ariffin, & Ngelambong
tional tourists. Compared to the purpose of vacation, there is a significant relation-
ship for the local tourists, but for the international tourists, the result shows no
significant relationship. In this study, the researcher found that, international tour-
ists tend to portray Novelty-seeking style and local tourists tend to portray Price
Conscious, “Value for Money” style during their shopping.
4.2 Tourist shopping styles towards their shopping preferences
Table 1 showed that the tourist shopping styles towards their shopping prefer-
ences. The 15 purchased items were categorised based on the tourist shopping
styles. These 15 items represent the tourist shopping preferences and the items are
beauty and fragrance, book, camera or camera equipment, camping equipment,
children’s toys, clothing, home accessories or furniture, home electronics, jewel-
lery or accessories, liquor, luggage; music; shoes; souvenir or art and craft; and
sports equipment. Among the 15 items, tourists prefer only 14 items that have sig-
nificant relationship with tourist shopping style as there is no significant relation-
ship between liquor and tourist shopping styles for both local and international
tourists. It shows that both international and local tourists do not have the tenden-
cy of buying liquor during their vacation in Kuala Lumpur. The researcher also
found that camping equipment does not have any significant relationship between
tourist shopping styles for international tourists, but there is significant relation-
ship between tourist shopping styles for local tourists. This study indirectly re-
vealed that both local and international tourists prefer to shop on clothing com-
pared to the rest of the purchased items. The previous researches also found that
the main products purchased by tourists are clothing (Lehto, Chen, & Silkes,
2014); local handcraft and clothing (Litirell, Baizerman, Kean, Gahring, Niemey-
er, Reilly, & Stout, 1994; Traveler’s Notes, 1995); and clothing and shoes (TIA,
2001).
Table 1. Summary of the Tourist Shopping Styles towards Their Shopping Preferences
Tourist
Shopping Style
Tourist Shopping Preferences
International Tourist
Local Tourist
Perfectionistic,
High-quality
Conscious
Style
Beauty and fragrance
Books
Home accessories or furniture
Home electronics
Jewelry or accessories
Beauty and fragrance
Camera or camera equipment
Camping equipment
Home electronics
Souvenirs or arts and craft
Sport equipment
Brand Con-
scious, “Price
Equals Quali-
ty” Style
None
Beauty and fragrance
Camera or camera equipment
Children’s toys
Home electronics
Sport equipment
Novelty-
seeking Style
Books
Music
Souvenirs or arts and craft
Sport equipment
Books
Camping equipment
Jewelry or accessories
Music
Shoes

Tourists Shopping Styles and Preferences in Kuala Lumpur 9
Fashion-
conscious Style
Books
Sport equipment
Beauty and fragrance
Camera or camera equipment
Clothing
Home electronics
Jewelry or accessories
Sport equipment
Recreational,
Hedonistic
Style
Camera or camera equipment
Music
Souvenirs or arts and craft
Sport equipment
Camera or camera equipment
Children’s toys
Home accessories or furniture
Luggage
Sport equipment
Price Con-
scious, “Value
for Money”
Style
Luggage
Music
Clothing
Home electronics
Jewelry or accessories
Luggage
Music
Sport equipment
Impulsive,
Careless Style
Beauty and fragrance
Home electronics
Shoes
Books
Home electronics
Jewelry or accessories
Shoes
Sport equipment
Confused by
Over Choice
Style
Beauty and fragrance
Books
Children’s toys
Clothing
Luggage
Music
Sport equipment
Beauty and fragrance
Books
Children’s toys
Jewelry or accessories
Luggage
Music
Sport equipment
Habitual,
Brand-loyal
Style
Beauty and fragrance
Home accessories or furniture
Jewelry or accessories
Home electronics
Luggage
Shoes
Sport equipment
Uniqueness-
Seeking Style
Camera or camera equipment
Children’s toys
Jewelry or accessories
Luggage
Shoes
Beauty and fragrance
Camera or camera equipment
Clothing
Home electronics
Jewelry or accessories
Music
Shoes
Souvenirs or arts and craft
Variety-
seeking Style
Books
Home accessories or furniture
Children’s toys
Music
Incidental,
Apathetic
Style
Books
Shoes
Sport equipment
Books
Camera or camera equipment
Children’s toys
Home accessories or furniture
Home electronics
Luggage
Music
Shoes

10 Azmi, Buliah, Ramaiah, Ariffin, & Ngelambong
5 Conclusion
The knowledge and awareness of the expected facilities, services and prefer-
ences of the Malaysia’s shopping tourism expectation and demands of goods and
products would better help the intended agencies involved in the retail industry to
better manage the future arrivals of tourists. Moreover, information regarding the
tourist shopping styles would be a great assistance to the agencies especially the
tourism ministry, Malaysia Shopping Secretariat, and retailers to re-evaluate their
approach to suit the tourist preference in shopping. Concurrently, this study also
may help various agencies in Malaysia towards achieving the National Key Eco-
nomic Area (NKEA) Number 4 for wholesale and retail and NKEA Number 5 for
tourism. One of the Tourism Key Performance Indicator (KPI) is to increase the
total number of tourist spending ratio per arrivals, thus relevant with the findings
of this study. In order to increase the number of tourist spending, all related agen-
cies need to truly understand the tourist shopping activities, especially on their
shopping styles and preferences.
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