Other than the end of the pandemic, the most obvious impact on consumer spending in the past 18 months has been inflation, which is fueled by many factors, including the Russia/Ukraine war.
This paper aims to share our observations on how Malaysian shoppers have reacted and what it takes for a brand to continue to be chosen under different scenarios.
As we observed how movement control orders changed how shoppers live and behave, there is no doubt that higher prices drove shoppers to behave differently.
Knowing the past will shed light on what is critical to remain a winning brand moving forward.
