Global Consumer Insights Survey 2018: The Malaysian perspective

PwC’s Global Consumer Insights Survey* 2018 captures the shopping behaviour of over 22,000 consumers in 27 territories across the globe. In Malaysia, 500 respondents were interviewed in September 2017. The Malaysian cut of the report illustrates how Malaysians perceive the expansion of digitised customer experiences, the move of Artificial Intelligence (AI) into retail and consumer packaged goods (CPG), and the emergence of new innovations and business models.

It’s worth noting that confidence in Malaysia's economy could potentially look different, given the recent developments in the tax landscape and on the fiscal front following the country’s 14th General Elections in May 2018.

*Previously called PwC’s Total Retail Survey


Key findings

Malaysians are pessimistic about the country’s economy
  • Only 24% think that the economy will perform better in 2018
  • 42% think it will perform worse
  • 41% are cautious about their personal spend for the next 12 months 


Brick-and-mortar stores remain relevant in a digital world
  • 47% of Malaysian respondents still prefer shopping in brick-and-mortar stores weekly
  • Only 21% are likely to purchase groceries online over the next 12 months
  • 44% would pay extra for their online purchases to be delivered on the same day


Malaysians are showing interest in AI
  • Only 11% of Malaysian respondents currently own AI devices
  • But 50% plan to purchase one


Trust pulls customers in
  • 62% of Malaysian respondents only use credible/legitimate websites
  • 55% choose providers they trust to make payments
  • A trusted brand is one of the top 3 factors (other than price) that influences Malaysian consumers to shop at a particular retailer


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