The Influence of Consumption Values on the Consumption Behaviour of Washing Machine among Housewives in Kulim, Kedah

This study aims to determine the relationship between consumption value and consumption behaviour of washing machines among housewives in Kulim, Kedah. The specific objectives are to examine the consumption behaviour and consumption values associated with washing machines, and to identify significant predictors for consumption behaviour of washing machines. A total of 382 housewives were selected as respondents through random sampling. Data was collected using self-administered questionnaires adapted from various studies on consumer products. The findings indicate that housewives in Kulim exhibit high levels of consumption behaviour and assign high importance to all five consumption values related to washing machines: functional, conditional, social, epistemic, and emotional. Multiple regression analysis revealed that 30.8% of the variance in washing machine consumption behaviour could be explained by functional, conditional, social, and epistemic values. These results provide valuable insights for marketers and policymakers aiming to understand and influence the consumption behaviour of washing machines in this demographic.