January 07, 2026 6:44AM

What Influenced Malaysian Buying Decisions in 2025: From Price Checks to Brand Choices

• Quality as a Non-Negotiable Standard: A significant one-third of Malaysian consumers (33%) always prioritized quality over price, representing a premium segment that refused to compromise on product durability and performance regardless of cost. 
• The Consistent Need for Social Proof: For 31% of consumers, peer validation was a permanent step in the consumer journey, as they always consulted family and friends before committing a purchase. 
• Digital Discovery Fuels Market Trial: Social Media acted as a constant engine for new brand exploration, with 7 out of 10 regular users of platforms like TikTok and Facebook being open to trying new products or brands. 
• Widespread Openness to Brand Switching: Consumer loyalty in the grocery sector was highly adaptable, with the vast majority of shoppers expressing a willingness or openness to try new products and brands in search of better value. 

How Malaysians decide what to buy has evolved significantly over the past year, shaped by rising costs, digital access, and changing consumer expectations. To better understand these shifts, Vodus Research conducted the Consumer Sentiment Study 2025, surveying 10,673 Malaysians between 25 July 2025 and 15 August 2025. 

The Vodus consumer sentiment study offers a detailed look at the factors influencing purchase decisions across categories, from how often consumers compare prices and choose between brands, to the growing role of reviews, advertising, and sustainability considerations. It also sheds light on Malaysians’ willingness to experiment with new products when better value is perceived. 

Together, these insights provide a clear picture of how consumers evaluated their purchases, revealing not just what they bought, but how and why those decisions were made. 

Price Comparison Is Now a Standard Shopping Habit 

In 2025, price comparison moved beyond a niche tactic for bargain hunters to become the foundational step of the Malaysian shopper's journey. Our consumer sentiment study reveals that the specific method Malaysians use to compare prices depends heavily on the category of the product they are buying. 

The rise of hybrid comparison is most evident for daily necessities such as groceries and household essentials, as well as discretionary items. For these products, the top response among buyers was the practice of cross-channel comparison. Consumers are no longer loyal to just the shelf or just the screen. Instead, they actively bridge the gap by checking prices at physical retail stores against online marketplaces to ensure they are getting the best possible deal on the items they use every day. 

When it comes to specific purpose items like electronics, home appliances, or niche hobby equipment, Malaysians shift their strategy toward a digital-first approach. In this category, the most common habit is comparing various e-commerce websites and marketplaces. Buyers meticulously scan different platforms to weigh the base price against platform-exclusive vouchers and shipping rates. 

Interestingly, the drive for the lowest price reaches a limit when it comes to indulgence items. For luxury goods or premium purchases, the data shows a clear shift in mindset where buyers are increasingly willing to pay a higher price if it guarantees better quality. In this segment, the cheapest option is often viewed with skepticism as Malaysians prioritize a superior experience over raw savings. 

Key Insight: The habit of comparing physical store prices against online prices is most prevalent among those aged 18–24, households with six or more people, and the Lower M40 and Lower T20 income groups. This highlights that price agility is a priority for both tech-savvy young adults and those managing large-scale family budgets. 

Balancing Price, Quality, and Brand Preference 

While price comparison is a standard habit, Malaysian consumers are not solely focused on finding the lowest cost. The 2025 study reveals a sophisticated balancing act where quality often justifies a higher price tag. 

The findings show that most Malaysians are willing to pay a premium for better quality. Specifically, 33% of respondents always prioritize quality over a lower price when making a purchase, viewing it as a non-negotiable standard. A further 47% sometimes choose to pay more, suggesting a flexible approach where they weigh the importance of quality depending on the specific product or its expected lifespan. 

This preference for quality is especially prevalent among buyers of office supplies and childcare or baby products. In these categories, the consequences of poor product performance, whether it is a productivity breakdown at work or a safety concern for a child, outweigh the desire for a bargain. 

Brand origin also plays a major role during the shopping process. When choosing between products, 63% of Malaysians express a preference for international brands over local alternatives. This suggests that many international brands still carry a perceived edge in terms of prestige, innovation, or specialized expertise, particularly in high-stakes categories. 

This shift indicates that for most of the population, value is not defined by the cheapest price alone. While consumers are diligent about checking prices, they are equally wary of cheap products that may lack durability. For brands, this means that the ability to communicate and prove product quality, while leveraging brand heritage, is essential to winning over the modern Malaysian shopper. 

Key Insight: The commitment to quality over price is most prominent among the T20 income group and those residing in Northern Malaysia. From an age perspective, this quality-first mindset is strongest among the 18–24 and 35–44 age groups, suggesting that both Gen Z and established professionals are the primary drivers of premium brand growth. 

The Role of Promotions, Sales, and Added Value 

In the modern retail environment, the study confirms that promotions are a critical factor in the timing of a purchase. For most Malaysians, the decision to buy is often a matter of strategic patience, as shoppers frequently delay their purchases to secure better value. 

The findings show that nearly half of all consumers are highly disciplined with their spending. Specifically, 49% of respondents always wait until a product becomes cheaper, or a sale begins before buying it. An additional 38% sometimes adopt this waiting strategy, indicating that they are open to holding off on a purchase if they believe a discount is on the horizon. 

Key Insight: The strategy of waiting for sales is most prevalent among Malay consumers, respondents from the East Coast, and those in the Lower M40 and Lower T20 income groups. Conversely, those who rarely or never wait for price reductions are more likely to be aged 55 and above, prioritizing immediate availability. 

Beyond the price of the item itself, delivery costs are a major component of the final decision. While free shipping is a common expectation in e-commerce, a significant portion of the market accepts delivery charges as part of the process. The data shows that 43% of shoppers always pay shipping fees when buying online, while 37% sometimes do so. This willingness to pay—often in exchange for faster delivery or convenience—suggests that delivery cost is no longer an absolute barrier for most Malaysian digital consumers. 

Key Insight: The acceptance of shipping fees (Always and Sometimes) is significantly higher among the 25–34 age group, shoppers in the Northern and Southern regions, and those within the Upper M40 and Upper T20 demographics. This indicatesthat younger, mid-to-high-income professionals are more willing to trade shipping costs for the convenience and time saved by shopping online. 

Influence of Reviews, Advertising, and Recommendations 

As the Malaysian market becomes increasingly crowded, our findings show that consumers are moving toward social proof to reduce the risk of a bad purchase. Our research highlights that personal circles remain a powerful influence on the final purchase decision, as Malaysians actively seek external validation before committing to a buy rather than making decisions in isolation. 

Our findings reveal that 31% of respondents always seek reviews and recommendations from family and friends before purchasing a product. An additional 41% sometimes consult their personal network, suggesting that the level of consultation often depends on the product’s price or complexity. Conversely, only 18% rarely seek such advice, which indicates that for most of the population, shopping is a communal activity where trusted opinions weigh heavily. 

Key Insight: Those who always and sometimes seek reviews from family and friends are predominantly from the 25–34 age group, residents of East Malaysia, and individuals within the Lower M40 income bracket. Furthermore, this behavior is most common among those living in 5-person households, highlighting that larger family units play a significant role in collective decision-making and shared consumer trust. 

While personal recommendations often act as the final validation, advertising serves as the essential engine for discovery and interest. Our findings indicate that nearly three out of four consumer purchase decisions are influenced by advertisements. Specifically, 23% of respondents are always influenced by ads when making a choice, while half of the population (50%) are sometimes influenced by them. This high level of ad-driven influence confirms that while Malaysians value the opinions of their inner circle, they are still highly receptive to brand messaging. 

Key Insight: The group most susceptible to the influence of advertisements (Always and Sometimes) is characterized by a younger demographic, specifically those aged 18–34. Regionally, this influence is strongest in Southern Malaysia. From an economic perspective, both M40 and T20 income groups show high levels of ad receptivity. Notably, there is a strong correlation with digital habits: those who regularly use X (Twitter) are significantly more likely to have their purchase decisions shaped by advertising. 

Openness to Trying New Products for Better Value 

Our study indicates that brand loyalty in 2025 was highly fluid, particularly within the grocery sector. As consumers become more value-conscious, the willingness to depart from tried-and-tested brands in favor of better alternatives has become a dominant trend. 

A significant majority of Malaysians are open to change, with 73% of respondents stating they are willing to try new products or brands that offer better value when shopping for groceries. An additional 22% indicate they would maybe consider a switch, leaving only a tiny fraction of the market strictly tied to their current brand choices. This suggests that value is the primary driver of brand selection, often outweighing long-term brand history or tradition. 

The role of digital platforms in facilitating this openness is significant. Our findings reveal that 7 out of 10 consumers who regularly use Facebook, TikTok, Instagram, and YouTube are open to trying new products or brands. This high correlation suggests that social media serves as a constant discovery engine, exposing users to product comparisons and alternative options that challenge their existing preferences. 

Key Insight: The willingness to try new products or brands is most prominent among the 25–34 and 45–54 age groups. Demographically, this openness is more prevalent among Chinese consumers and those within the Upper M40 and T20 income brackets. This indicates that middle-to-high-income earners and established professionals are actively seeking optimized value and are the most likely to experiment with new market entrants. 

Conclusion 

Based on the comprehensive data gathered across our study, the Malaysian retail landscape in 2025 was defined by a highly strategic and community-oriented consumer. The era of impulse buying was largely replaced by a calculated shopping mindset where price served as the starting point, but quality and trust acted as the ultimate deciders. 

Our findings concluded that the modern Malaysian shopper was no longer loyal to a brand simply by tradition; rather, they were loyal to value. With 80% of consumers prioritizing quality and 74% open to switching brands for better grocery value, the market became a competitive arena where transparency and performance were mandatory. 

The journey to a purchase evolved into a communal and verified process. The fact that over 70% of Malaysians sought validation from family and friends, paired with the heavy influence of advertising on nearly 3 out of 4 shoppers, suggested a two-tier trust model where advertising sparked the interest, but social proof sealed the deal. This was particularly evident among the 25–34 age group who acted as primary researchers and digital navigators within their households. 

Furthermore, the acceptance of shipping fees among higher-income and younger urban demographics indicated that convenience became a premium commodity. While the market remained discount-sensitive with 87% of shoppers waiting for sales, there was a clear willingness to pay more for services that saved time or guaranteed reliability. 

In summary, success in 2025 required brands to balance a sharp promotional strategy with a focus on quality assurance. Winning over the Malaysian consumer required more than just a low price; it required building a presence within their digital social circles and consistently proving that the product was worth the wait, the price, and the recommendation. 

Research Methodology 

The findings in this report are based on data from the Vodus Consumer Sentiment Study 2025, conducted using an online quantitative methodology among 10,673 Malaysian adults. The sample was stratified to mirror the Malaysian population census, ensuring representation across key demographics and regions, including both Peninsular Malaysia and East Malaysia (Sabah and Sarawak).   

Data collection was carried out through the Vodus Media Network, which includes major partner platforms such as Astro and Media Prima, providing extensive reach across diverse audience segments. The survey employed Vodus (OMTOS) survey method, a low disruption approach designed to capture authentic, unbiased responses from respondents within their natural online browsing environment.   

Fieldwork was conducted from 25 July to 15 August 2025. The target population comprised of Malaysians aged 18 years and above, and the demographics of the sample stratified to accurately reflect the general population.   

This robust methodology ensures that the results presented are representative of Malaysian consumer sentiment, offering valuable insight into national financial attitudes and priorities in 2025.