CROSS-BORDER SHOPPING BEHAVIOUR OF BRUNEIANS IN LIMBANG, SARAWAK: A PRELIMINARY ANALYSIS

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Thirunaukarasu Subramaniam
Evelyn Devadason
Sivachandralingam Sundararaja

Abstract

Malaysia is bordered by Thailand, Singapore, Indonesia and Brunei Darussalam. There are many border towns that grew due to cross-border activities. The crossborder activity that is becoming increasingly important is cross-border shopping. This study aims to look specifically at cross-border shopping behaviour of the Bruneians in Limbang to identify the key factors that drive cross-border movement. The findings of the study suggest the following: First, most of the Bruneian crossborder shoppers are day trippers of the lower income group. Second, there are clear differences in the purchasing behaviour of day trippers from that of shortterm visitors. Most day trippers purchase food and beverages whilst short-term visitors are attracted to services such as the entertainment outlets in Limbang. Third, the factor analysis indicates that the three key reasons for choosing Limbang as the shopping destination include cheaper goods, reliable and competent service providers and easy communication. 


 

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