The Psychographic and Demographic Segmentation of Malaysian Population in Expenditure and Investment Pattern

VOT NO: 68708

Acknowledgement
We would like to confer our appreciation for the financial award, co-operation and support we have received during the course of this study from Yayasan Tun Ismail Mohamed Ali Berdaftar, and Permodalan Nasional Berhad.

We would also like to express our gratitude towards Research Management Centre, Universiti Teknologi Malaysia for the assistance in managing the research activities.
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Executive Summary
Purpose The purpose of this study is to develop a new segmentation for investment expenditure and pattern based on psychographic variables in Malaysia. Approach This study employed survey method using questionnaire adopted from established international model. Survey data was gathered nationwide (1520 respondents).Findings The results of the study reveals nine segments for investment and pattern based on psychographic variables in MalaysiaManagerial Implications Although demographic variables are crucial to a successful segmentation strategy, it is deemed to be insufficient on its own by various academic literature. The psychographic variables therefore can be used as the main basis to enhance segmentation and supported by the demographic variables.
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ContentsPages
AcknowledgementiExecutive SummaryiiTable of Content

1.0 Introduction1 2.0Main Objectives23.0Research Approach33.1 Survey Research Tool43.2 Population and Sampling Technique53.3 Survey & Interviews63.4 Limitation83.5 Data Analyses93.6Reliability & Validity 10

4.0AIO Worldwide114.1 Research on AIO 124.2 Application of AIO worldwide 134.3 Application Of AIO Worldwide: The Conclusion17

5.0Scope of the Study 19

Table of Contents

6.0 Main Findings20 6.1 Application of AIO in Malaysia216.2 Demographic Segmentation226.3 Behavioral Profile256.4 Current Investment by Zone & State276.5 Zoning by Prospect & State286.6 Zone Profile296.7 Unit Trust Market: Competitive Analysis 316.8 The Findings: Malaysian Psychographics Segmentation326.8.1 Pioneering Innovator336.8.2 Cognizant Contemporary346.8.3 Assertive Leader356.8.4 Self-reliant Advocate366.8.5 Conformist376.8.6 Excitement Hunter386.8.7 Gizmo Eager396.8.8 Civilized Persona406.8.9 Solo Sustainer416.9 Psychographics Segmentation Key Values426.10 Target Segment436.11 Where to Market446.12 The Position of Malaysian Psychographics Segments on 45 Unit Trust Product Based on Market Prospect 6.13 The Shared Value Among Existing Consumer Psychographics Segment46

7.0 Managerial Implication 47ReferencesAppendices