An Analysis of The Cultural Orientation Antecedents towards Malaysian Consumption Behaviour

Purpose – The main aim of this study is to examine the relationships between Cultural Orientation (CO) variables that influence consumption foreign made products among Malaysian consumers. orientation consist Ethnocentrism (Etn), Xenocentrism (Xen), and Cosmopolitanism (Cos). Design/methodology A quantitative survey was administered in which questionnaire has been adopted as instrument for study. Selected consumers were population a total number 122 prudently selected samples analyzed. analysis using Statistical Package Social Sciences (SPSS) Software. Findings This concluded CO such Xen Cos examined significant demonstrated positive relationships. Meanwhile Etn non-significant relationship with Practical implications will add an insightful empirical finding existing literature context cultural consumption. results can assist governments, businesses, enhance understanding on importance especially multicultural markets.