Title: The Potential of Mobile Technology Application in Hypermarket Industry A Case of Malaysian Consumer Behavior

Year of Publication: Nov - 2014
Page Numbers: 70-85
Authors: Liew Chin Chooi, Salmiah Amin
Conference Name: The International Conference on Electrical, Electronics, Computer Engineering and their Applications (EECEA2014)
- Malaysia


Due to the increasing income and purchasing power of the Malaysian consumers, as well as the proliferation and wide expansion of hypermarkets in Malaysia, the hypermarkets are in an intense competition for survival and sustainability. However, with the high mobile penetration rate of Malaysia, the author foresees the potential to leverage mobile technology to help retail businesses gain competitive advantage by improving service satisfaction. Malaysian consumers (N=69), with focus on students, professionals, and housewives, have been surveyed and interviewed to better understand the Malaysian consumer market, grocery shopping behavior, as well as the acceptance and preference of mobile technology relevant to the grocery shopping practice. Results of this pioneer research indicate the feasibility of the mobile application implementation whereby its findings imply strong acceptance (69%) of mobile technology into grocery shopping routine. Additionally, Shopper Engagement Study conducted by POPAI (2012) and business analysis using SWOT have been adopted as secondary research in supporting primary data collected. Based on the primary and secondary data gathered, the outcomes of this research support the recommendation of mobile system with features preferred by the Malaysian consumers, namely Product Browsing, Product Comparison, Promotion/Discount Personalization, and Shopping List.