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INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS 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
39 – 40 HP Accessories 107 – 108 Beverages
41 Personal goods 109 – 110 Cooked food
42 – 45 Toys 111 – 112 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
71 Clothing 136 – 137 Personal goods
72 – 73 Toys 138 – 143 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
187 Cooked food 237 – 238 Clothing
188 Beverages 239 – 241 Clothing
191 Cooked food 244 – 245 Ladies accessories
194 Cooked food 248 – 249 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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204 Beverages 267 – 268 Groceries
205 Cooked food 269 Fruits
206 Cooked food 270 – 271 Fruits
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
PEAK HOURS
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
385
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 Age Ethnic Gender Spending
Income (RM)
1 Waitress 900.00 23 Malay F 30
(Restaurant)
2 Housewife 1900.00 42 Malay F 10
(Husband)
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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– IKEA
9 Purchasing Manager 2200.00 21 Malay M 20
- TESCO
10 Factory operator 900.00 24 Indian F 15
(Husband)
12 Government Servant 1800.00 29 Malay M 30
13 Teacher 2700.00 32 Malay F 10
14 Housewife 2900.00 35 Indian F 50
(Husband)
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
(Husband)
20 Factory operator 1500.00 26 Malay F 10
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
Amount
No Stall Item bought Spending time
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 -
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8 Food satay- 20 stick @ 50 4 minutes 10.00
cent
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 RM48.00
seconds
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.
Amount spending
(RM)
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 4 minutes 6.00

stick of chicken ball
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.

Amount
spending (RM)
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

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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Amount
No Stall Item bought Spending time spending
(RM)
1 Chicken - 1 minute -
3 Beverage 2 cups 2 minutes 2.00
4 Food fish crackers 1 minute 1.00
5 Clothing - 40 seconds -
8 Food Satay 4 minutes 5.00
10 Clothing 1 pair pajamas 10 minutes 10.00
11 langsat (tropical fruits)
Fruits 4 minutes 10.00
– 4 kg
12 Beef beef – 500 gm 4 minutes 13.00
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,
390
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.
391
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.
392
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ijcrb.webs.

com FEBRUARY 2012

CUSTOMER BUYING BEHAVIOUR AT A NIGHT MARKET

Khursiah Abd. Aziz

A customer’s buying behaviour is influenced by social factors such as the groups

Night Market Taman Seri Muda, Shah Alam

THE PURPOSE OF THE STUDY

Physical Setting of Night Market

Figure 1: Night Market Layout

Table 1: List of Products

31 Eggs 104 Cooked food

202 Cooked food 261 – 263 Vegetables

Socio-Demographics of the Customers

Table 2: Breakdown of Customers by Ethnic Group

Ethnic background No of customers Percent of customers (%)

Customer spending is also known as individual consumption expenditure. This

Table 3: Customers’ Profile and Spending

Customer Spending Behaviour

Customer 1 Spending Behaviour

Table 4: Customer 1 Time and Amount Spending

Customer 2- Spending Behaviour

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

9 Fried Food 3 stick nugget & 3 4 minutes 6.00

11 Fried Food fish crackers 1 minutes 1.00

Total time and amount spending 40 minutes RM64.00

Customer 3- Spending Behaviour

Table 6: Customer 3 Time and Amount Spending

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

Customer 4- Spending Behaviour

Table 7: Customer 4 Time and Amount Spending

Customer buying behaviour at the night market can be identified by socio-

Boehlje, M, Doehring T and Sonka, S. (2005). Farmers of the future: market

Consumer Buyer Behaviour (unknown author). Marketing Teacher.com. from:

Goldman, A and Johansson, J.K. (1978). Perception of marital roles in decision

Henderson, J. (2000). Food hawkers and tourism in Singapore. International Journal of

Ibrahim, M. F., and Leng, S. K. (2003). Shoppers’ perceptions of retail developments:

Shoham, A. and Brencic, M.M. (2003). Compulsive buying behaviour, Journal of

Wendy. H. Mason (2010). Consumer Behaviour, Encyclopaedia of Business, 2nd Ed.

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