FACTORS INFLUENCING STUDENT S BOOKS BUYING BEHAVIOR IN MALAYSIA HIGHER LEARNING INSTITUTIONS

FACTORS INFLUENCING STUDENT S BOOKS BUYING BEHAVIOR IN MALAYSIA HIGHER LEARNING INSTITUTIONS Nabsiah Abdul Wahid, T. Ramayah, and Teh Teik Lee 11800 Universiti Sains Malaysia, Penang, Malaysia ABSTRACT This paper explores the influence of external market factors on student s books buying in public and private institutions in Malaysia. The theoretical framework adapted from Cohen s (1991) buying decision process model proposed hypotheses to assess the relationship between the 4Ps (product, price, place, promotion) and substitutions, and the books purchased. The findings showed that product content, promotion, availability of substitutions and alternatives have significant influence on the textbooks purchased. The findings contribute towards better understanding of current textbook market in Malaysia which would benefit the academicians, publishers and booksellers in knowing the impacts of external factors on student s books buying pattern. INTRODUCTION Books as conventional media in facilitating the classroom teaching process remain its primary role in the tertiary education institutions. With significance increase of student enrolments in both public (around 80,000 annually according to Study In Malaysia handbook, 2002) and private (more than 270,900 students according to Private Education Department 2002) funded higher learning institutions each year, the textbook market becomes the main focus by both local and foreign publishers. The potential growth in the textbook market has been encouraging with the implementation of using English as the teaching medium in Science and Mathematics subjects at all primary and secondary schools in Malaysia. Government s support on the recruitment of foreign students into private higher learning institutions further expands the textbook market s growth potential. Noting this, it is interesting to explore if the students in higher learning institutions are buying the textbooks for the courses they are enrolled in, giving the facts of textbook market expansion. In specific, to find out whether the external factors such as product, price, place, promotions and substitutions effect may have influence on the student s books buying behavior, with the scope of study limited to the northern region of Malaysia only. LITERATURE REVIEW Dunn and Wharton (2003) in their research on the decision making process of students entering Higher National Diplomas expressed the same that university students decision making process in education have not been widely explored. The most recent survey conducted by Book Marketing Limited (BML) in year 2003, on behalf of the Council of Academic and Professional Publishers (CAPP) in Europe (Publishers Association, 2003), revealed that books remain the most used information source in higher learning institutions. The survey also supported the trend where first year students are the most likely ones to buy books as compared to their seniors. This trend is consistent with the Higher Education Impact Assessment Survey conducted by Total Research for Council of Academics and Professional Publisher in year 2002 (Hahessy, Carr & Forrester, 2002) where the survey found first year 1

students buy 20% more books than the fourth year students. This shows year of study of students is a factor on students book buying. However, they only make use of 50% or less of the contents of the book purchase. Thus, frequency of usage of the books may determine the intention for book purchase. In addition, Wilson (1994) found that students seldom buy new books but resorted in alternative methods such as library, internet or second hand books to obtain required information. The model of buying decision process by Cohen (1991) suggested that the 4Ps of marketing mix (product, place, promotion and price) are the major inputs on top of psychological inputs such as culture, attitude, learning and perception. These inputs lead to purchase decisions such as selection of product, brand and location choices. In terms of product, this refers to the textbook that published by either local or foreign publisher in which the physical appearance of the books and its pedagogy play essential role in attracting potential buyers. A book s characteristics include its size, cover page design, hardcover or paper back type, graphics and colors, contents arrangement, presentation and language difficulty. Michiyoshi (1998) in his article about some thoughts on book design, pointed that as the book face competition with the many and varied books available in the book shop, the book designer has a vital role in influencing the reader to select the book on the merits of its exterior design, beauty and readability of the arranged content. Gourville and Soman (2002) argued that the way of how buyers use the product will have a lasting impact. Their argument is justified when the customer may not even consider buying the product if it is not used at all after the purchase. This prompts into measuring the frequency of use of a product when assessing purchase intention. Thus, the physical product itself is a potential factor in influencing the sales of the product. The economic theory predicted that increase in pricing of the product would reduce it sales in the market. The same also applies to the sales of textbooks in tertiary education market. In the survey conducted on University Malaya student s books buying trend (Tey, 2002), while students were asked of the reasons for non-purchase of the books, price and availability are the two main factors. Other reasons include borrowing from senior students, too many books to buy, stock unavailable and poor value perception. Kirschner (2003) in his article mentioned that all the while, textbook publishers are getting blasted over pricing, as the cost of educational books and supplies has soared 238% over the past two decades, this is partly due to students no longer buying all their required texts. Nevertheless, all major foreign publishers such as Pearson, McGraw-Hill, John Wiley and Thompson usually provide International Editions of textbooks for sale outside America and Canada. The International Editions textbooks carried special pricing that is much lower price as compared to the same textbook sold in America to encourage student purchase and address their affordability. On top of special pricing, some bookshops give extra 10% to 15% discounts to the students when facing strong market competition. Thus, the price of the book, it s perceived value and the discounts offered are important dimensions to be investigated in factors influencing student s books purchase. In the context of higher learning institutions, students who wanted to purchase the textbooks may either visit campus bookstores or retail bookshops outside the campus. The place where textbooks are sold plays a crucial role in terms of distribution of books to the students. Traditionally, campus bookstores supplies all required textbook as recommended by lecturers in the reading lists. However, the low barrier of entry invited many booksellers setting up textbook store nearby Universities or colleges. As reported in the article by Chin (1999), 2

there are 11 universities in Malaysia with all the campuses are served by onsite bookshops. Several of the universities operate multiple campuses make the total number of university bookshops increase to 15. Kukanesan (1998) pointed out that lacking of good bookshops both in urban and rural areas is ineffective as a channel of the sale of books. Thus, despite successful efforts to inculcate the reading habit and arouse interest, avenues are lack in even if there is purchasing power. Furthermore, with books being produced in electronic media, online bookstore thus evolves in facilitating the sales and distribution of books all over the world via Internet. Chin (2000) argued that conventional bookshops especially those involve in high-end book trade may lose competitiveness to online bookshops in terms of pricing, variety and delivery speeds in the long run. Thus, the bookstore presence is one of the major determinants in the book purchase decision as supported by findings from Barnes and Lorimer (1996) in researching book buying among Canadians. Promotion in marketing inputs involves creating awareness and communicating the products to potential buyers (Kotler, 2003). Ganzach, Weber and Ben (1997) in their research about message framing and buying behavior on credit card usage, concluded that negatively framed message is more persuasive in the real market environment as compared to positively framed message in promoting a consumer product. Thus, the products shall be promoted in such a way that consumers are made aware of loss in not having the product instead of the benefits of having the product. In the higher education textbook market, textbook sellers often organized book exhibitions at the beginning of each semester in the campus to promote the textbooks that have been recommended by the lecturers in the course list. The book exhibition usually encourage high sell through of the textbooks especially it is conducted nearby lecture halls. Besides, bookshop s sales representatives also distribute promotion handouts or paste them on the school s notice board to promote the recommended textbooks. The various promotion mechanism used have directly or indirectly affected the sales of textbooks in higher learning institutions. Beside the 4Ps of marketing inputs, another aspect of the factors that possibly influence student books buying behavior is the presence of substitutions to the textbooks recommended for the courses. Varian (2000) conducted various researches on information goods, concluded that books are often facilitated by libraries and bookstores. He further argued that the presence of library and used books stores reduce the purchase of books. Moreover, with the advances in technology, students in higher learning institutions are enjoying the benefits of retrieving information from various sources, from physical printing materials to digital texts and image just a click from their desktops. As technology continues to change in a rapid manner, Feather (1997) forecasted that when institutions fully embraced mass education, there would be a shift in information source from physical books to other information products such as electronic books and Internet resources. However, Kebede (2002) argued that the physical form or carrier in which information content is made available is still an important factor that affects users information needs. This means printed materials in hardcopies might not be fully obsolete and replaced by electronic form. People generally feel more comfortable with the physical touch on the printed materials and conveniences of carrying the hardcopies when moving around. Other form of substitutions to the textbooks included lecturer handouts, Internets, books borrowed from the library or friends and illegal photocopying. The most recent survey conducted by Book Marketing Limited (BML) in year 2003, on behalf of the Council of Academic and Professional Publishers (CAPP) in Europe, revealed that books remain the most used information source in higher learning institutions. However, books owned by 3

students have been dropped substantially when the abovementioned alternative sources are available to the students. The result from the survey also found that insufficient copies of books at libraries tend to make students more likely to buy books. At the same time, there was significant increase of students purchase second-hand books from used books stores or their seniors. Books as other information media have high fixed cost of production but a low marginal cost of reproduction. A part of 1976 Copyright Act of America stated that photocopying should not substitute for the purchase of books. Hoffman (1994) in his article mentioned that although Malaysia has signed the Berne Convention that recognizes international copyright laws, high price of textbooks often resulted in illegal copying within students community at the University level. The illegal photocopying remains a major threat to the business of textbook selling in higher learning institutions as pointed out by Varian (1998) that setting intellectual property laws and enforcement of such laws are two different matters in addressing illegal copying problem. A recent effort from American Association of Publishers (AAP) and Domestic Trade authorities in initiated a series of raid on photocopy shops in the state of Penang (The Star, 23 November 2003) hope to signal a strong warning to photocopy operators in respecting textbook copyrights. The prosecutions on the photocopy shop owners involved in above two raids still in progress. Hypotheses Based on the literature review, seven hypotheses were developed to be tested. These are: H 1 : H 2 : H 3 : H 4 : H 5 : H 6 : H 7 : The physical product of the textbook positively influences student s books purchase in higher learning institutions The product value of the textbook positively influences student s books purchase in higher learning institutions. The high price of the textbook reduces student s books purchase in higher learning institutions The promotion by the bookseller s increases student s books purchase in higher learning institutions The availability of the books in the bookshop increases student s books purchase in higher learning institutions The availability of substitutions reduces student s book purchase in higher learning institutions The availability of alternative sources reduces student s book purchase in higher learning institutions. METHODOLOGY Quantitative research design is chosen for hypotheses testing. The type of investigation is a correlation study attempting to explain the variation of dependant variable (books purchased) by the seven independent variables (product, value, price, place, promotion, substitution, alternative sources). A survey instrument of self-administered questionnaire is designed to collect primary data for this study. The samples consists of all students currently enrolled in tertiary programs in public or private Universities/Colleges in northern states of Malaysia covering states of Perlis, Kedah and Penang using non-probability convenient sampling technique. Regression analysis is used to test all the seven proposed hypothesis testing. 4

RESULTS Of the total of 400 sets of questionnaires were distributed by hand and by email to respondents, total response rate was 78% i.e. 312 sets of questionnaires returned. However, only 302 sets were found fit for further data analysis. Profile of Respondents Table 1 presents the profile of the respondents for this study. As shown in Table 1, the majority of respondents are aged between 21 to 25 years old (57.3%), female (70.9%), attached to public universities (93.4%) and received education loans from government or private sectors (65.9%). From ethnic background perspective, the Chinese and Malay dominate the group (44.4% Malay, 45% Chinese) whereas in terms of the course types, most respondents were enrolled in Arts and Business courses (29.1% Arts, 30.1% Business). Table 1 Profiles of Respondents Category Frequency Percentage (%) Age Below 20 21 25 26 30 31 and above 83 173 23 23 27.5 57.3 7.6 7.6 Sex Male 88 29.1 Ethnic Background Institution Type Course Type Source of Funding Female Malay Chinese Indian Others Public Universities and Colleges Private Universities and Colleges Arts Business Computer & Engineering Sciences Others (Law, Medical, etc) Parents / Relatives Own Funding Scholarship Education Loans 214 134 136 20 12 282 20 88 91 58 58 7 26 51 26 199 70.9 44.4 45.0 6.6 4.0 93.4 6.6 29.1 30.1 19.2 19.2 2.3 8.6 16.9 8.6 65.9 Regression Analysis Multiple regression analysis was used to analyze the relationship between the seven independent variables and the dependent variable (average book purchased). Table 2 shows 5

the model summary with R 2 = 0.132 which means only 13.2% of variance in the dependent variable (average books purchased) is predicted by the seven independent variables. Table 2 Model Summary on Averaged Books Purchased Product Content Product Value Price Promotion Bookshop Substitution Alternatives R2 Adjusted R2 Sig. of F ** p< 0.01, * p< 0.05 Standardized Beta 0.18** 0.01-0.09 0.18** 0.03-0.13* -0.15* 0.13 0.11 0.00 Further examining the coefficients of each independent variable in Table 2, it was found that product contents (β = 0.18, p< 0.01) and promotions (β = 0.18, p< 0.01) were positively correlated with the average number of books purchased and significant at p-value < 0.05. On the other hand, substitution (β = -0.13, p< 0.05) and alternatives (β = -0.15, p< 0.05) were found to be negatively correlated with the average number of books purchased. Thus H 1 was accepted as the product content positively influences the number of books purchased also H 2 was rejected indicating that the product value perceived and high price of the textbook by the students may not influence their buying decision. The rejection of H 3 indicates that the high price of the textbook may not be a factor that stops students from buying the book. The acceptance of H 4 shows that the promotion of textbooks by booksellers in the campus especially during the opening week of the semester does encourage students to buy the books. As for the rejection of H 5, this indicates that the availability of the books in the bookshop may not necessarily increase student s purchase. H 6 was accepted as the result strongly showed that the availability of substitutions such as second hand books, books borrowed from seniors and photocopying would reduce the number of the books purchased. This is logical from the cost saving perspective, as the cost of switching to substitutions is very much lower as compared to buying new books. Similarly, H 7 was also accepted indicating that the availability of alternative resources such as Internet, library and e-books would discourage the students to buy the textbooks. This situation occurs especially when the alternatives resources were perceived to be able to provide all the needed information to the students. DISCUSSIONS AND CONCLUSION The objective of this study is to explore the marketing factors influencing books purchase by students in higher learning institutions. The findings revealed that the marketing factors that positively influence the average number of textbooks purchased by the students were product content, promotions, reduction in substitutions and alternatives. However, only reduction in 6

substitutions and alternatives were found to have positive impact on average textbook purchase value. The regression results showed that the model of combination of 4Ps marketing factor (product, price, place, promotion) and substitution only explained 13.2% of variations in the average books purchased by students. This shows that another portion of Cohen s (1991) model that is psychological factors may possibly have higher impact in explaining the variations in the books purchase among students in higher learning institutions. As the result from the regression analysis suggests, if the product content is perceived to be interesting and the design of the textbooks appear to be attractive to the students, they would have a positive impact on the sales of the textbooks. Similarly, intense promotions by booksellers or publishers representatives by conducting book exhibitions at the right time and right place would increase the sales of the textbooks. The hypothesis testing result also supported Wilson s (1994) argument that secondhand books and library are the factors important in the non-purchase of textbooks by the students. Efforts should focus on reducing the substitutions such as secondhand books, borrowing and photocopying in order to encourage student to purchase textbooks. Alternative resources to the textbooks such as library, availability of ebooks and Internet also plays a crucial role in the student s book purchase, as mentioned in Varian s (2000) research on information goods. Implications The implication to this study is that there are many underlying concepts in studying student s books buying behavior. From marketing perspective, students are consumers to the textbook market. Hence, marketing factors such as 4Ps would appear to have some impact on the student s book buying behavior. However, from education perspective, textbooks are essential materials to the students in pursing and gaining knowledge not only for the purpose of attending to examination. In addition, textbooks are easily substituted product and the substitutions such as second hand books, borrowing and photocopying are widely available. Eliminating illegal photocopying still remains a major challenge in the developing countries including Malaysia. Furthermore, the rapid development in technology and telecommunications has produced various of alternative information resources to textbooks such as Internet, ebooks and library resources. REFERENCES Barnes, Roger and Lorimer, Lowland. (1996). Canadian Book Buyers: Captured In The Act. Simon Fraser University. http://www.sfu.ca/mediapr/releases/news/1996/june96/books.html (Accessed on June 21, 2003) Chin, Saik Yoon. (1999). The Old And The New: Bookselling In Malaysia. Asian Pacific Book Development (ABD), Vol. 30 No. 1. Chin, Saik Yoon. (1999). Distributing Books In Malaysia A Combination of Old And New Ways. Asian Pacific Book Development (ABD), Vol. 30 No. 1. Cohen (1991). Buyer Decision Process. http://www.marketingteacher.com/lessons/lesson_consumer_buying_behaviour.htm. (Accessed on May 20, 2003). 7

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