HOUSEHOLD SIZE DOES MATTER IN SHAPING LOCAL FAST MOVING CONSUMER GOODS (FMCG) PURCHASING INTENTION IN SABAH
DOI:
https://doi.org/10.51200/mjbe.v12i2.7167Keywords:
Purchase Intention, Household Size, Age, consumer behavior, FMCG, SabahAbstract
This study investigates the impact of household size and age on consumer purchase intentions for locally produced fast-moving consumer goods (FMCG) food and beverage products in Sabah, Malaysia. Grounded in the Theory of Planned Behaviour, which highlights the influence of attitudes, subjective norms, and perceived behavioural control, this study aims to examine how these demographic factors shape consumer support for local FMCG food and beverage products. Although various government initiatives have been introduced to promote local consumption, empirical evidence on how household size and age affect consumer behaviour in the FMCG sector remains limited. Data were collected from 356 valid responses via an online self-administered questionnaire using snowball sampling. The study examined two (2) independent variables, household size and age, and their relationship with purchase intention, defined as consumers’ willingness to buy locally produced FMC food and beverage products. One-way ANOVA and Tukey post hoc tests were employed for analysis. The results indicate that household size has a statistically significant effect on purchase intention, with larger households demonstrating higher intention to purchase local products. In contrast, no significant differences were found across age groups, suggesting that support for local FMCG food and beverage products is relatively stable across generations. These findings have practical implications for both marketers and policymakers. Larger households may respond better to strategies such as value-driven promotions, bulk packaging, and family-focused campaigns. Meanwhile, the lack of significant age differences supports the use of inclusive marketing strategies that appeal across demographic boundaries. Future research should expand the demographic scope and explore behavioural factors such as trust, convenience, and product familiarity, which may mediate the relationship between consumer characteristics and purchase intention.
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