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Journal Title
CONSUMERS BEHAVIOUR IN KOTA KINABALU: FACTORS DETERMINING THEIR PERCEPTIONS, HABITS AND ACTIONS
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110
Abstract
Consumers in Sabah frequently perceive that their cost of living is generally much higher than in most of the other Malaysian states. This often led to the perception that Sabah consumers are often neglected. In turn it has made Sabah one of the poorest states in Malaysia with higher cost of living and lower level of living standard. It is often used as effective ammunitions in elections for the state and even federal seats, if not even for more autonomy. Some of the other factors perceive to cause Sabah consumers to believe they are being short changed include low quality of working life, less developed state, rampant low quality products and services, harder to acquire good services and products as well as ineffective enforcements and lack of laws to protect consumers. This study aims at discovering the truth of the perceptions and its impact toward consumer behaviour in Sabah and how they compare themselves to fellow consumers in the other Malaysian states. Also to determine what the Sabah consumers desire in regard to enhancing their living standard and life quality. Generally, the study showed that they perceived that the cost of living in Sabah, especially in Kota Kinabalu is among the highest in Malaysia. This, they feel affected their living standard and quality of life experience by Sabah consumers. As a result consumer issues can be easily politicised. It is even believed that it can be one of the winning Sabah consumers want the Government to ensure that their wellbeing are adequately enhanced and protected and that their quality of life is as good as the consumers in the other Malaysian state. The study propose that the current state and federal government look at this issue urgently and give it the urgent attention that it deserve if they want to stay in power.
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Author Name
DATO'. Mohd Hamdan Adnan
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