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ijcrb.webs.com INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS

COPY RIGHT © 2012 Institute of Interdisciplinary Business Research

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FEBRUARY 2012 VOL 3, NO 10

CUSTOMER BUYING BEHAVIOUR AT A NIGHT MARKET

Khursiah Abd. Aziz University of Management and Technology (UMTECH), Malaysia

Avini Sapindal

Universiti Tun Abdul Razak, Malaysia

ABSTRACT

This paper focused on the physical characteristics of customer buying behaviour at a night market in Malaysia. The particular night market being investigated was the one located at Taman Sri Muda, in the state capital of Selangor, Malaysia. The data was collected via observation and interview sessions with the customers who have visited a night market at Taman Sri Muda, Shah Alam. The finding identified there is differences between customer groups on buying behaviour at a night market. The major contribution of this paper consists of the determination of customer’s group buying behaviour and the decision making on buying a product at a night market. The study found that customer buying behaviour at the night market can be influenced by the socio-demographic factors. Keywords: BUYING BEHAVIOUR, NIGHT MARKET, NIGHT MARKET TAMAN

SRI MUDA, SHAH ALAM

INTRODUCTION

Diversity of buying behaviours of customers can identify the potential products and services that should be offered at the night market. To market effectively, night market traders must be knowledgeable about customer behaviour patterns. Duah et al. (1996) stated that shopping behaviour does depend on the spatial structure which in some studies has found that land use patterns have a significant impact on the decisions related to home-based shopping trip frequency.

A customer’s buying behaviour is influenced by social factors such as the groups to which the customer belongs and social status. Marketers strive to understand this behaviour so they can better formulate appropriate marketing stimuli that will result in increased sales and brand loyalty (Wendy, 2010). By identifying customer buying behaviour, it will help the night market traders to understand what compels the customer actually purchase. Even by knowing the different elements that stimulate customers’ buying activities can help night market traders design appropriate sales techniques and responses. Demographic and psychographic characteristics are also important to establish how customers meet their needs. Kiel et. al (1981) suggested that the customer’s behaviour is influenced in terms of their demographic and psychographic characteristics.

The cultural uniqueness of night market exposes night market to be the must-visit for both local residents and visitors. Hence, night market activity is increasingly trendy among Malaysians. The travelling night markets, a form of Singapore mobile markets



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taking place in the evening, often use parking lots or other open spaces to run a week-long business (Ibrahim & Leng, 2003). Night markets are suitable places to shop and to bring families, friends and children. Although the prices of certain similar items may be relatively higher than traditional markets, customers still shop at night markets due to comfort and good parking facilities (Abu, 2004). The good services and ample parking facilities provided by town council are used as marketing tools to attract more customers to come to the night market.

Night market can generates employment and helps the young adult to become an entrepreneur. Malaysia has about 12 million of population under the age of 30 and they, if given enough encouragement, can be attracted to these small retail business. Malaysia definitely needs to provide the avenue for nurturing and providing encouragement for its aspiring retail entrepreneurs. At the same time, in the face of several recessions, the federal government has embarked on a scheme which allows low income public employees to set up and operate their own small businesses as a major alternative revenue source. Traders are provided with a platform to improve and learn new entrepreneurial skills such as product development, marketing and retailing.

The local authorities can earn some returns for issuing license and permits for the traders. They are good for local economies, traders, customers, community, and visitors or tourist. They help customers to become less dependants on the supermarkets and other retail outlets which often mark-up their price to include the storage and administrative costs. Customers are provided with an option to combat the highly inflated and fluctuating global commodity prices, and ruthless competition in a retail sector through patronizing the night markets. Thus, it provides an effective way of strengthening the local economies.

The night markets could be considered a sound business options that can also command significance revenue turnover. The attractiveness of the night markets are it transcends educational income and sub-cultural difference among locals and foreigners. The local authorities and federal government have a role to play in ensuring that these small businesses expand and proper while encouraging and integrating economic and social goals. LITERATURE REVIEW Buying Behaviour

Customer makes many buying choices every day. Customer buying behaviour is influenced by the buyer's characteristics and by the buyer's decision process. A characteristic of a customer may include four major factors: cultural, social, individul, and psychological. Many researches done to identify customer buying decisions to answer questions about what customer buy, where they buy, how and how much they buy, when they buy, why they buy, and what are the various factors responsible for this decision.

The buyer's decision process involves purchase or not to purchase, where to purchase, the brand that he or she prefers, and other choices. Article in “Marketing Teacher.com” stated that the psychology of each customer individual considers the product or service on offer relative to their own culture, attitude, previous learning, and individual perception. According to article “Agriculture and Customer Protection”,



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described buying behaviour as the activities and decision processes involved in choosing, getting and using products or services.

There are several ways to measure customer buying behavior. Several studies measured customer buying behavior using personality and social psychology (Ajzen, 1987), marital roles (Goldman and Johansson, 1978), and customer loyalty, repeat purchase, and repurchase intentions (Suen and Wei, 2009). Boehlje, Doehring and Sonka (2005) in their study determined buying behaviours into five segmentation: (i) Convenience location and service, (ii) Performance - based on the quality of products and information, (iii) Service - based on the level of service and information from the local dealer, (iv) Price - producers in the price segment chooses input suppliers simply based on price and, (v) Balance - producers in the balance segment considers all input supplier criteria to be of equal importance. According to Dibb and Simkin (2009) in articles “Marketing Essentials” identified five customers’ buying behaviour, they must be able to: (i) profile the targeted customers, (ii) understand the composition of the buying centre , (iii) identify their key customer values, (iv) determine how the customers/customers buy and, (v) understand the influences at work on this process.

Night Market

A night market generally is a small business during the evening and consists of a variety of low-priced products and cooked food. It is increasingly becoming a preferred choice because it is usually well-located near a residential area. Business takes place only one to a few days in the week, starts early in the evenings from 3pm until 11pm. A night market operated at open place nears roadside, residential and shopping area or which is completely close to traffic. Night markets in Malaysia are definitely popular destinations among locals where it could be found easily in almost every small town, city and village in every state around different neighbourhoods on different days of the week.

Night market is a good place for locals to look for low-priced products ranging from food, drinks, fruits, vegetables, fish, meat, poultry, cosmetics, ladies accessories, clothing, shoes and many household items with cheaper rates than what individual can normally get at super markets and other retail outlets. Khalilah (2010) defined night market as a temporary weekly event that usually takes place at available open spaces, and on roads or parking lots that are temporarily closed to allow for its operation. According to Hou (2007), night market offers variety of services from selling food and clothing to public performance and entertainment.

Night markets have been a symbol of the lively urban life in many Asian countries. In Singapore, night markets provide not only a space for senior people to pass their time but also the opportunity to bargain and to enjoy the local delights (Henderson, 2000). The night markets are the best place where the local and visitors can walk around the stalls and enjoy the local cuisines. Even night market is a best place where people can bargain the price. Compared to the shopping mall, it is an open-air shopping area and people buying things in very relax tempo with a cheerful sound and well arranged items under the colourful umbrella.



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Night Market Taman Seri Muda, Shah Alam

Taman Sri Muda night market is located at Taman Sri Muda, Shah Alam, Selangor. Night market at Taman Sri Muda, Shah Alam is located at Jalan Cermat 25/56 and Jalan Saksama 25/39, south of Shah Alam City Centre, in a state of Selangor, Malaysia. Night markets in Taman Sri Muda have 295 lots and the total 137 of traders are trading in this site. This night market in is easy to go by, which is about 8.2 km from Shah Alam city and take about 12 minutes only to reach by car. There are 27 night markets in different towns in Shah Alam, Selangor to meet the demands of the community living this area. THE PURPOSE OF THE STUDY

The main purpose of this study is to determine the customer buying behaviour at a night market. This study is to discover the potential strategy to improve the hospitality services at the night market to attract more customers and visitors to come shopping and experience the enjoyable night market atmosphere. The study began to acquire information resources and useful knowledge in the area, and the acceptance of the community to the night market operations. Knowing the different elements that stimulate customer purchasing activity can help traders design appropriate sales techniques and responses. This study is conducted to discover how customers make decisions to spend their available resources (time, money, and effort) on consumption-related items. METHODOLOGY

The study research design was adapted to ensure the customers’ characteristics and their buying behaviour. The primary data was collected in-situ from 1:00 pm up to 11:00 pm until the local authority cleared the night market waste. The primary data collection was derived through three methods: observation, survey, and interviews. The survey and on-site interviews with the customers were conducted at a night market in Taman Sri Muda. A structured questionnaire was distributed face-to-face, with 20 customers at the night market. In identifying the total number of customers coming at a night market, the process of counting the number of customers was carried out for every 30 minutes and this calculation was performed from 3:00 pm until 10:30 pm by walking the entire length of a night market. The customer’s diversity was measured by the observable combination of customers in terms of their age, group, and ethnic group. Additional support information was consequent through comparison of photos taken at the same time and locations when the counting was done. Observation was also used to monitor the surrounding activities and the area layout. The secondary information was gathered from previous research and journals, articles found in the website and magazines.

This instrument acts as a guideline during the observation and interview session. The main concern is to get the in-depth story of about the customer buying behaviour at the night market. The structured questionnaire includes questions regarding socio-



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demographics of the customers (age, educational level, and ethnic background, distance of residence, occupation, workplace distance and attitude). Visitation patterns of the customer consists of (first visit, visit per month, how many years been visit the night market, time arrive, come with whom, visit other night market, spent duration, and always follows the same path/way while walking through the night market). Spending patterns of the customer (prepare shopping list, buy things for whom, depend on night market for raw materials and groceries, why choose night market for shopping, buy the same items per visit, total spending, percent of food expenditure, visit same stalls, bargain for discount, and how many stalls per visit). The questions about night market environment consist on the opinion about night market environment, night market perception, and suggestion to improve the night market. RESULTS Physical Setting of Night Market

The physical setting of night market Taman Sri Muda presented in “L” shape which mainly located at Jalan Saksama and Jalan Cermat. Taman Sri Muda is a major township in Shah Alam, Selangor. This township is located south of Shah Alam City Centre. The night market Taman Sri Muda is controlled by Shah Alam City Council (MBSA). The night market is held once a week which is on Friday. It is operated in the afternoon at 3:00 pm until 10:30 pm. Night Market Taman Sri Muda is among the biggest night market in Shah Alam. There are a total of 295 bays provided by Shah Alam Town Council. Most of the bays have been occupied by 132 traders and mainly the traders rent more than one bay. Night market Taman Sri Muda consists of two parts. The first part of a night market presented in a horizontal line that placed in front of the new double-story shop bays with the length of 72 meter while the second part of the night market presented in a vertical line that placed along the old four-story shop bays and new double-story shop bays with the length of 165 m (figure 1). Table 1 shows the list of products in a night market Taman Sri Muda.



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Figure 1: Night Market Layout

Table 1: List of Products Bay No. Product Bay No. Product 1 Fruits 90 Beverages 2 – 3 Beef 91 Cooked food 4 – 5 Seafood 92 Cooked food 6 – 7 Vegetables 93 Cooked food 8 – 11 Fruits 94 Beverages 12 – 13 Eggs 95 Empty 14 – 16 Seafood 96 – 97 Cooked food 17 – 18 Chicken 98 Beverages 19 – 23 Groceries 99 Cooked food 24 – 27 Groceries 100 – 102 Empty 28 – 30 Fruits 103 Cooked food



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31 Eggs 104 Cooked food 32 – 35 Fruits 105 Beverages 36 – 38 Fruits 106 Cooked food 39 – 40 HP Accessories 107 – 108 Beverages 41 Personal goods 109 – 110 Cooked food 42 – 45 Toys 111 – 112 Cooked food 46 – 47 Fruits 113 Cooked food 48 – 49 Clothing 114 – 116 Dry food 50 – 52 Ladies Accessories 117 Cooked food 53 – 54 Personal goods 118 – 119 Ladies accessories 55 – 57 Clothing 120 Empty 58 – 60 Clothing 121 – 122 Personal goods 61 – 62 Shoes 123 – 124 Clothing 63 – 64 Ladies Accessories 125 – 127 Clothing 65 – 66 HP Accessories 128 – 130 Toys 67 – 68 Empty 131 – 133 Empty 69 – 70 Ladies Accessories 134 – 135 Clothing 71 Clothing 136 – 137 Personal goods 72 – 73 Toys 138 – 143 Clothing 74 – 76 Ladies Accessories 144 – 145 Clothing 77 – 79 Dry foods 146 – 153 Clothing 80 Empty 154 Shoes 81 – 82 Dry foods 155 – 157 Clothing 83 Beverages 158 – 159 Clothing 84 Cooked food 160 Clothing 85 Beverages 161 – 164 Personal goods 86 – 87 Cooked food 165 – 166 Shoes 88 – 89 Cooked food 167 – 168 Clothing

169 – 176 Personal goods 225 – 227 Clothing 177 – 180 Clothing 228 – 230 Clothing 181 – 184 Clothing 231 – 233 Clothing 185 – 186 Clothing 234 – 236 Clothing 187 Cooked food 237 – 238 Clothing 188 Beverages 239 – 241 Clothing 189 – 190 Cooked food 242 – 243 Clothing 191 Cooked food 244 – 245 Ladies accessories 192 – 193 Cooked food 246 – 247 Clothing 194 Cooked food 248 – 249 Clothing 195 – 196 Cooked food 250 – 251 Clothing 197 Cooked food 252 Ladies accessories 198 – 199 Cooked food 253 – 255 Vegetables 200 Cooked food 256 – 257 Seafood 201 Cooked food 258 – 260 Vegetables



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202 Cooked food 261 – 263 Vegetables 203 Cooked food 264 – 266 Vegetables 204 Beverages 267 – 268 Groceries 205 Cooked food 269 Fruits 206 Cooked food 270 – 271 Fruits 207 Cooked food 272 – 275 Fruits 208 Cooked food 276 – 278 Fruits 209 Cooked food 279 – 280 Vegetables 210 – 211 Cooked food 281 – 282 Seafood 212 Beverages 283 – 286 Fruits 213 – 214 Dry food 287 – 288 Vegetables 215 – 216 Cooked food 289 – 291 Groceries 217 – 219 Clothing 292 Beef 220 – 221 Shoes 293 – 294 Chicken 222 – 224 Clothing 294 – 295 Fruits Socio-Demographics of the Customers

The density of customers who come to visit and shopping at the night markets will influence the trader’s earnings at the night market. This means, more customers come, more earnings for the traders at the night market. At the night market Taman Sri Muda, Shah Alam the number of customers by ethnic groups was calculated starting from 3.00 pm until 11.00 pm. The results showed that Malay ethnic is the most customers that came to night market in Taman Sri Muda which is 5226 Malay with 67.7%. Even though Chinese ethnic is one biggest populations that lived at Taman Sri Muda residential area, however they do not go to the night market. Only 701 Chinese (9.1%) make the total number of customers. Table 2 shows the customer diversity, measured by the observable ethnic group. Table 2: Breakdown of Customers by Ethnic Group

Ethnic background No of customers Percent of customers (%) Malay 5226 67.7

Chinese 701 9.1

Indian 1047 13.6

Others 745 9.6

Total 7719 100



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Figure 2: The Time and Volume of Customers According to their Ethnic Background

Figure 2 shows the time and the total number of customers visiting the night

market Taman Sri Muda, according to their ethnic background. The study found that there were two peak hours; the first peek hour is at 7.00 pm with 919 total numbers of customers while the second peak hour is at 9:30 pm which achieved 948 total numbers of customers. The result shows that there are many family members, factory workers and group of female visited night market at 7:00 pm, seeking for their dinner after work. In between 9:00 pm until 9:30 pm, there were few factory buses sending back their employees and stopped them along the Persiaran Budiman road where they just need to walk a few steps to enter the night market area. From the observation, each customer spends time at a night market about 30 minutes to one hour. Figure 3: Customer Groups

Figure 3 shows the total number of customers came to the night market in Taman

Sri Muda, Shah Alam is 7719. 10% of the total customers are children with below 11

PEAK HOURS



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years old. The 25% were family group, 15% were teenagers, 20% were adult male, and the 30% is adult female. However, not many customers came to a night market for shopping but some of the customers come for walking leisurely, while some were in a hurry to get their stuff before the traders close their stalls. Customer Profile and Spending

Customer spending is also known as individual consumption expenditure. This study was conducted using an interview with the customers who came at the night market. The study selected 20 respondents on spending estimation at a night market Taman Sri Muda. There are 20 samples were selected randomly, without regard to gender, ethnic, occupational and income levels of the samples. The main purpose to study customer spending estimation is to identify the average spending of customers and to identify the percentage of gender, ethnics, income level and age of customers who spent at this night market.

As shown in table 3 on the customers’ profile and spending at a night market Taman Sri Muda found that customer spend from RM 10 – RM 50 at the night market. The study found that most of the customers that visited a night market Taman Sri Muda are Malays 60%, followed by Indians at 15%, other races 15%, while Chinese ethnic are only 10%. In terms of gender, the study found that female is the main customers of this night market, which is 55%, but many of male customers also come to visit this night market, less about 5% only, which is 45%. Finding from 20 respondents found that the lowest monthly income of customers who came to night market Taman Sri Muda is RM600 and the highest income is RM3000. The average age of customers who came to night market Taman Sri Muda is 35 years. In terms of expenditure, the average customers spending estimation is RM21.60 per customer. As shown on table 3, the highest money spends by the customer at a night market Taman Sri Muda is RM50 and the lowest money spends by the customer is RM10. Table 3: Customers’ Profile and Spending

NO OCCUPATION Monthly Income

Age Ethnic Gender Spending (RM)

1 Waitress (Restaurant)

900.00 23 Malay F 30

2 Housewife 1900.00 (Husband)

42 Malay F 10

3 Tailor (part time) 600.00 60 Chinese F 25 4 Contract labor 40.00 (per day) 27 Malay M 21 5 Factory operator 900.00 30 Malay F 30 6 Government retired 900.00 65 Indian M 11 7 Factory operator 1000.00 46 Malay M 30 8 Warehouse manager 2800.00 38 Iban M 18



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Customer Spending Behaviour Customer 1 Spending Behaviour

The first customers were two ladies walking together at a night market. Table 4 shows the customer has visited 12 stalls and spends 34 minutes and 50 seconds. From the observation, the study found that the customers spend time at several stalls and bought 2 cups of drinks, food (fish crackers and satay), fruits and beef. The customer’s intention is to buy clothing where they did spend time at several garments stall to survey the price. Their total spending is RM48 with total spending time is 48 minutes and 50 seconds. According to the respondent, they have a plan list on what to buy at night market so that they do not spent longer time at night market. Table 4: Customer 1 Time and Amount Spending

No Stall Item bought Spending time Amount spending (RM)

1 Chicken - 1 minute -

2 Clothing - 5 minutes - 3 Beverage 2 cups 2 minutes 2.00

4 Food fish crackers 1 minute 2.00 5 Garments - 40 seconds -

– IKEA 9 Purchasing Manager

- TESCO 2200.00 21 Malay M 20

10 Factory operator 900.00 24 Indian F 15 11 Housewife 1700.00

(Husband) 37 Malay F 10

12 Government Servant 1800.00 29 Malay M 30 13 Teacher 2700.00 32 Malay F 10 14 Housewife 2900.00

(Husband) 35 Indian F 50

15 Factory operator 1000.00 22 Bangladesh M 15 16 Factory operator 1200.00 25 Bangladesh M 10 17 Clerk 1500.00 39 Malay F 20 18 Business man 3000.00++ 43 Chinese M 37 19 Housewife 1800.00

(Husband) 29 Malay F 30

20 Factory operator 1500.00 26 Malay F 10



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6 Garments - 40 seconds -

7 Garments - 30 seconds -

8 Food satay- 20 stick @ 50 cent

4 minutes 10.00

9 Garments - 4 minutes -

10 Garments pajamas – 1 9 minutes 10.00

11 Fruits langsat- 3 kgs 4 minutes 9.00

12 Beef beef – half kilo 3 minutes 15.00 Total time and amount spending 34 minutes 50

seconds RM48.00

Customer 2- Spending Behaviour

The second customer is a family with one adult male, two adult female, and two children walking together at a night market. Table 5 shows the customer has visited 11 stalls and spends 40 minutes. The first stall they stop at is a clothing stall. They went to the clothing stall, bought two teenage T-shirts for their daughter. Next, they bought a green jackfruit. They walk pass couples of stall and stop to buy a chicken. They walk to the fish stall to pick some small fishes. Then they go to the opposite stall bought some bird eye chillies. Then they cross again to the opposite stall and bought dukong fruits (Lansium Domesticum). Then they stop at a clothing stall and the mother bought a scarf whiles the other was waiting besides. Then they cross to the opposite stall bought two steamed sweet corn and put inside the back-pack. Then they bought some fried food, a cup of lychee cordial and fish crackers. Table 5: Customer 2 Time and Amount Spending


1 Clothing T-Shirt (2 pairs) 10 minutes 10.00

2 Fruits 1 kg jackfruits 6 minutes 3.00

3 Poultry 1 whole chicken 3 minutes 12.00

4 Fish mackerel (500 gm) 3 minutes 5.00

5 Vegetables bird eye chillies 4 minutes 2.00

6 Fruits 2 kg dukong fruits 2 minutes 6.00

7 Clothing/Accessories scarf 4 minutes 15.00

8 Cooked Food corn (2 pcs) 2 minutes 3.00



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9 Fried Food 3 stick nugget & 3 stick of chicken ball

4 minutes 6.00

10 Beverages 1 cup of lychee cordial 1 minutes 1.00

11 Fried Food fish crackers 1 minutes 1.00

Total time and amount spending 40 minutes RM64.00


The third customer is a single male. Table 6 shows the customer has visited 3 stalls and spends 7 minutes. He arrived at a night market Taman Sri Muda at 8:30 pm and finished shopping at 8:50 pm. The customer spends RM16 at a night market. According to the customer, he came to this night market is to buy chicken rice for dinner and a pair of T-shirt and, this customer had no intentions to spend longer times where this customer only spends seven minutes at a night market. Table 6: Customer 3 Time and Amount Spending


1 Food 1 chicken rice 2 minutes 4.00

2 Beverage 1 honey dew juice 2 minutes 1.00

3 Clothing 1 pair of T-shirt 3 minutes 11.00

Total time and amount spending 7 minutes RM16.00


The fourth customer is a female (married with 2 children). The customer arrived at the night market in Taman Sri Muda around 7:05pm and finished shopping at 7:43 pm. The customer spends about 38 minutes at a night market. The customer spends RM 41buying fish crackers, satay, pyjamas, fruits and beef. Table 7 shows the customer 4 spending.



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Table 7: Customer 4 Time and Amount Spending

Customer Buying Behaviour at a Night Market Taman Sri Muda, Shah Alam

Customer buying behaviour at the night market can be identified by socio-demographic factors. The study found that the customer buying behaviour is influenced by the decision of family person’s such as husband, father, mother and wife. Many family decisions are made by the family unit and these family roles and preferences will be the model for the children’s future decisions in terms of buying behaviour. Family buying decision also depends on family interaction and individual decision making. For example, the interaction between parents with their children and children demands can convince their parents’ buying decision. Children's need and wants have big influenced to their parents on making decision on buying the product or not. Sometimes, the children’s desired can convince their parents to make decisions in the purchase. The interaction between husband and wife also can be the main factors of the decision making for buying in the family customers.

Spouse buying behaviour is highly congruent in the perception of their influence in decision-making. However different attitude of husband and wife also can influence the buying behaviour of the spouse. However, the nature of spouse interaction in a buying process can be expressed in terms of either a specific decision is shared or dominated by either husband or wife.

The study found that gender may effect the choice of activities in night market. Male subject thought that the activity they usually engaged in was eating. Meanwhile,


1 Chicken - 1 minute - 2 Clothing - 6 minutes - 3 Beverage 2 cups 2 minutes 2.00 4 Food fish crackers 1 minute 1.00 5 Clothing - 40 seconds - 6 Clothing - 40 seconds - 7 Clothing - 30 seconds - 8 Food Satay 4 minutes 5.00 9 Clothing - 4 minutes - 10 Clothing 1 pair pajamas 10 minutes 10.00 11 Fruits langsat (tropical fruits)

– 4 kg 4 minutes 10.00

12 Beef beef – 500 gm 4 minutes 13.00 Total time and amount spending 38 minutes RM41.00



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female subject considered shopping as the first purpose in a night market, even though they might still grab some snack in a night market. Soham and Brencik (2003) in their study cited research done by Cobb and Hayer (1986) found that woman is more likely to plan their purchase than men are. The study found that family carrying many things from shopping and enjoying good meals. While children are coming along with their parents and their satisfaction is fully shown from their happy expressions. So that in these responses, eating in the night market plays an important role for both females and males.

Female buying behaviour may influence by their friends. The study found that female prefers to go night market with their same gender friends. The study found that customer needs their friend opinion when shopping. The finding shows that the mostly female customers prefer shopping at ladies accessories, clothing, personal goods, and shoes stalls. From our observation, the study found that the female customer mostly stops at clothing stalls, ladies accessories and food stall at a night markets. This study found that female has better idea about the product. This result is significant with the study done by Goldman and Johansson (1978) found that female have a better idea about inventory levels when they go shopping than men. Female buyers also prefer to have a plan list before buying a product. The finding is significant with study done by Block and Morwitz (1999) found that the probability of a purchased product was on planned list was higher for females than for males.

Male customers highly tend to have favourite brands and will use these habitually. However, male’s characteristic when shopping, they are often save energy by making shopping trips fast and shopping at the same stores. Male customers also tend to purchase accessories such as belts, cell phone accessories, and also cloths. Usually male customer does not spend too much time for shopping. The study found that the money spend by the customer a night market is between RM 10 to RM 50.

From our observation, this study found that most popular stall visited most by male is mobile phone accessories. Apparently, this stall is very popular with the male customers, especially those interested in mobile phone accessories and the study found that male seemed so serious to choose their favourite cell phone accessories. In summary, customer buying behaviour at the night market can be influenced by the socio-demographic factors. CONCLUSION

This study indentifying the buying behaviour of customers related to the night

market in Taman Sri Muda, Shah Alam. It also examines the relationship of customer’s group and the differences of their behaviour at the night market. This study is also determining the customer’s flow at the night market in order to satisfy customer needs and wants. This study discovers the potential strategies to improve the hospitality services at night market. This is to attract customers and visitors to come shopping and experience the enjoyable night market atmosphere.

Results found that customer’s behaviour and spending behaviour at a night market Taman Sri Muda are significantly different by the customers group which is family, gender, and friends. Customers shopping behaviour and decision making at the night market is highly influenced by their demographic and psychographic characteristics.



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However, customers are very concerned with good hospitality services as well as want to buy the cheaper goods but good quality no matter where they shop. Therefore, to meet the public demand for recreational improvements, the competent authority needs to find out and correct the disadvantages that exist in a night market in Taman Sri Muda, Shah Alam.

Clearly, this research is just a beginning step toward understanding shoppers’ behaviours in a night market. As a trader, they must be able to profile their targeted customer. This is to help them to increase their sales.

In the future studies, more comprehensive observations will be made by incorporating factors that are important for customers and visitors in experiencing this type of venue along with analyzing the satisfaction levels that they received. Our final recommendation is that in the future, the related research on the night markets may focus on the relationships between their different attributes and the customer preferences.



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