Tuesday, 16 June 2015


Prices and Consumer Behaviour problems during Festive Season in Malaysia


According to E. S. Asamoah, M. Chovancov√°, pricing is importance to in purchasing. Psychological pricing has been used by marketers to influence buying behaviour of consumers. Psychological pricing is the practice of structuring and presenting prices to appeal to consumers’ emotions and to influence their decision-making processes (Pride and Ferrell, 1997). Thus, psychological pricing has play the key role to influence consumer behaviour.
The definition of Ramadan is ‘ninth month’ of the Islamic lunar calendar. Every day during this month, Muslims around the world spend the daylight hours in a complete fast.


The issue of rising food prices in the month of Ramadan is synonymous with festive season, which typically relates to the increased price of essential goods. In instant, issue of rising prices for chicken meat has become 'champions' for all issues related to festive price increase. However, it is not negligible problems for flour, sugar and other commodities as well as for some spice ingredients to have price increased during the month of Ramadan and other festive season.

Returning to the problem of chicken meat price increased, if thought and studied with an open mind, we cannot be sure why this issue often arises in the festive season. If it is said that consumer demand for chicken meat has increased this season, it was out of season celebration, chicken remains a main course at eateries within the country. Thus, the increased demand is not so great a difference so as to allow prices to skyrocketing in particular season.


Reason suppliers increase the price for chicken feed is also causing confusion. Is the price of chicken feed only up to the festive season? Suppliers claimed that the chicken meat prices increased due to the increase of chicken feed. Is it also possible during celebrations in Malaysia chickens served with special meals and the food was too high a price? Thus the sales price of chicken should also be increased?

When consumers think deeply and came up with these questions, then we can see that a lot of reasons from suppliers deliberately caused confusion and eventually became excuses for closing the truth. Practical thinking and a lot of questioning could only be done by a wise consumer. Currently, smart consumers are increasing in number. Consumers begin to aware of their rights and also learnt to get information related to consumerism.

Think twice

In the month of Ramadan, in addition to discussions on injustice from the point of price increases and price manipulation were also discussed was the attitude of the consumers themselves. Just look around us, in the month of Ramadan, there are many opportunities for shopping either in the form of food in the Bazaar Ramadan, clothing and jewellery, home appliances and so on. Examine the attitudes of consumers while shopping, do they think and weight their choices before making a purchase, or do they unintentionally practicing impulse shopping to satisfy their appetite?

Shopping time!

Sometimes we feel sorry for a mother not win the hand to treat the needs of family members during shopping, while children chasing each other in the mall. At times we also feel funny when you see someone not enough hands to carry the bag result of purchases. No less sympathy when see black face of the father, whom fatigue accompanying the family go shopping.

The diversity of the consumers face is a blessing to the dealer. On behalf of discount sales, businessmen deceive consumers with shallow consciousness to continue buying. Unfortunately, we as consumers rarely think deeply and lazy to question too much about this situation. Although awareness on consumerism is increasing in Malaysia, but do not be surprised if many still easily fooled by the discount sales. This happens due to different attitudes of consumers. Although, consumers able to gather information about how to find their rights, there are still many users who avail themselves to be deceived.

Time to change

Therefore, during this holy month of Ramadan, let us all resolve to change. It is time that we as consumers stop the dealer in popularizing their products. Now is the time to become smart consumer.

Often in Islam, Ramadan is a month full of blessings. The practice of fasting is to teach us many things. To be sure, we learn contemplation, resist temptations, understand the meaning of hunger, thirst, hardship and also are modest in anything we are doing. Ramadan is also the month that educates people to practice 'giving' especially to the poor. As a consumer, especially for Muslims, to lose control of oneself while shopping is the opposite direction to these beautiful Islamic teachings to be carried out in the month of Ramadan.

Islam is a religion which rejects the attitude of extravagance. Not to mention the lavish spending that could eventually ensnare ourselves. These meshes are not only backfired, but consequences or penalty will be also felt throughout the family members, especially when we are caught in a debt burden of suffering. Therefore, wise consumer, please think. Are such expenses shall we pass on to our children?

Ramadan is suitable as the basis for all Muslims to change themselves for the better or more righteous. Change ourselves for the better includes ones transformations to be able to control his lust, practice smart thinking and a lot of questioning. Hopefully this will we be able to educate consumers to become smart and modest shopper to finally be able to achieve lifestyle change.


To change your lifestyle to a simple fact has many benefits. Here, the benefits will not be discussed one by one. But basically, with moderate life, we would not have to be quiet because racing be like everyone else, do not be fooled by advertising or offer for varieties of discounts sale and no need to incur debt and living in pretence. In fact, the money may be used for the purposes of personal development and family education, especially for children’s future.

Reference: http://acta.mendelu.cz/pdf/actaun201159070029.pdf


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