Understanding Purchase Intention of Growing-Up Milk (GUM) for Children among Parents in Malaysia: A Stimulus- Response Approach

Abstract

Due to the declining trend of growing up milk category in Malaysia, the overall market share and absolute value share for this category has been on a declining trend from year to year. This decline is predominantly driven by the lower birth rate, rising breast-feeding rate, low product penetration and change in consumers' product preference. The majority of the key players of growing up milk category manufactures are suffering to maximize their business profits. Hence, this conceptual paper aims to identify the relationship of key factors influencing purchase intention of growing-up milk (GUM) for children among parents in Malaysia. Specifically, this study will provide a framework to show parents' decision making process by incorporating the key factors relevant to current purchase of Growing-Up Milk (GUM) in Malaysia from a Stimulus-Response theory perspective. An empirical study using online survey questionnaires approach is proposed which, will be beneficial for both manufacturers and distributors in their sales and distribution strategy.