Ethnic based cues :reaction of malay and chinese

Bong, Shak Peng. (2009) Ethnic based cues :reaction of malay and chinese. [Final Year Project Report] (Unpublished)

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Abstract

This study presents the impact of advertising cues in billboard advertisements towards consumers’ attitudinal and behavioral intentions. The conceptual basis of the model is Speech Accommodation Theory (SAT) to the use of cues in billboards advertisement. The model was tested on two different ethnic groups in Malaysia.A total of 350 questionnaires were distributed to 350 respondents (175 Malaysand 175 Chinese) who were selected from the population. However, there were only 328 questionnaire collected. The findings indicated that Malays accepted Malay Cues as part of their cultural schema. The Chinese reactedas expected, being the non-dominant ethnic group, similarly to the Ma lays but in Chinese cues. However, there was no significant difference between the independent variable and purchase intention. Therefore, a marketer should consider the types of customer that is being targeted within the market segment before starting an advertising strategy and in setting up a billboard. Apart from that, a marketer should look into Malaysian a multicultural society and the continuation of the market segment because there might be some effect of adapting to only one culture while the billboard advertisement is for all potential consumers. For that reason, this study suggests that a marketer would make use of more than one ethnic cue for a billboardadvertisement in the country like Malaysia.

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