Business implications for korean products entering multicultural malaysian market [Implikacje biznesowe dla koreańskich produktów wprowadzanych na wielokulturowy malajski rynek]

Abstract

With the introduction of foreign products in Malaysia, the business and management dimensions of conventional businesses are challenged and require learning and adaptations to cater for introduction of foreign products in the local market. Malaysian culture looks simple on the outset, but woven in complex intricacies over decades of interactions between her people who are multicultural and lingual, compounded with different faith/religion of the people. These factors have impact to the business operations and management of both foreign and local companies in Malaysia. This study investigates the acceptance of Korean products among Malaysians by focusing on the Korean country image and cultural impact to Malaysian consumers. Qualitative research was conducted using Online Focus Group Discussions (FGD) technique, explained using content and thematic analysis. Ten Malaysian participants comprising of Malays, Chinese and Indians participated in two separate Online FGDs. This study identifies various themes including ‘respect for elders’, ‘valuing relationship’, ‘projection of boldness and confidence’ and ‘cautious followers’ among others, that explain Malaysians’ perception towards Korean products. These findings could help businesses from Korea by suggesting attributes that need to be taken into consideration in order to effectively reach the Malaysian audience. © 2020, Czestochowa University of Technology. All rights reserved.