QR Code Link : Type : Thesis Main Author : Chan Kong Yuen Title : Market Sensitivity Towards the Acceptance of MLM Business Model in Malaysia: An Investigation of Consumer Behaviour and Perceptions Content Type : still image (rdacontent) Media Type : computer (rdamedia) Carrier Type : online resource (rdacarrier)

Place of Production : Kuala Lumpur Publisher : Tun Razak Graduate School Year of Publication : June 2024 Physical Description : ill, 169 pages Notes : Research Project Submitted in Partial \r\nFulfillment of the Requirements for the \r\nDegree of Master of Business \r\nAdministration\r\nUniversiti Tun Abdul Razak Corporate Name : UNIRAZAK Library PDF Full Text : Login required to access this item.

Abstract : UNIRAZAK Library

Multi-Level Marketing (MLM) businesses have become prominent in Malaysia's dynamic business environment. Understanding consumer behaviour and perceptions regarding this business model is crucial for both practitioners and policymakers. This research aims to explore the factors influencing consumer acceptance of MLM businesses in Malaysia, including cultural factors, regulatory impact, consumer perception, awareness of regulations, and alignment with Malaysian culture. Employing quantitative surveys to gather insights. A stratified random sampling technique ensured diverse representation among Malaysian consumers. Key variables such as demographic factors, cultural influences, regulatory awareness, consumer perceptions, and motivations were assessed and analysed. The findings revealed several factors influencing consumer acceptance of MLM businesses in Malaysia. Cultural factors, such as collectivism and trust, emerged as significant determinants of consumer perceptions. Additionally, regulatory awareness and alignment with Malaysian culture played pivotal roles in shaping consumer behaviour. The study highlighted the importance of understanding consumer motivations, which varied from financial gain to personal development. This research provides a comprehensive understanding of consumer acceptance of MLM businesses in the Malaysian context. The study emphasizes the importance of cultural factors, regulatory awareness, and alignment with Malaysian values in shaping consumer attitudes. These insights offer valuable implications for MLM companies, policymakers, and researchers seeking to navigate the MLM landscape in Malaysia effectively.

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