KUALA LUMPUR: The rise in urbanisation and migration from rural to urban areas may have injected modern and materialistic values but Malays still tend to retain their beliefs and values.
Malaygraphics, a survey conducted by communication specialists OMD and PHD to gain an insight into Malay consumers, also uncovered six segments of Malays.
Omnicom Media Group director of communication insights, Asia Florence Oong said the study confirmed perceptions that Malays share common traits such as being good-natured, easy going, religious and have strong family values but diversity and subgroups differences exist.
“A few aspects of the Malays were validated through the study but it also raised the question as to how do we target them by using the right media channels,” she told reporters after a presentation of the survey on Tuesday.
The survey was conducted in Perak, Kuala Lumpur and Selangor, Johor and Pahang to represent the northern, central, southern and eastern regions of Peninsular Malaysia.
It involved 1,000 Malays between 15 and 59 years old, spread over the urban, semi-urban and rural areas of the four regions.
The quantitative survey posed 57 statements to the respondents covering scopes in beliefs, attitudes and values, product usage and purchasing behaviour, media consumption, and activities and interests.
In addition to establishing the differences of Malays by region, Malaygraphics also revealed the various clusters of Malays according to their psychographic traits.
OMD (M) Sdn Bhd managing director Andreas Vogiatzakis said Malaygraphics was a strategic move to better understand the Malay market.
“They form the largest group of the country's population and they have a growing spending power,” he said.
Vogiatzakis added that more in-depth studies and understanding of the growing influence of the Malay market were essential.