Consumer Attitude and Uniqueness towards International Products

Product quality is rapidly becoming an important competitive issue. In addition, several surveys have voiced consumers’ dissatisfaction with the existing levels of quality and service of the products they buy. In a recent study of the business units of major International companies, managers ranked “producing to high quality standards” as their chief current concern. This paper is to examine the relationship of individual characteristics (i.e., consumer's need for uniqueness and attitudes toward international products.) Samples for this study were 320 consumers at Suria KLCC (Suria Kuala Lumpur City Centre) was chosen randomly and analyzed using SPSS. This study finds that Malaysian consumers’ need for uniqueness positively influences attitudes toward international products.