Malaysian Market Research Articles

Optimal Investment Policy for Pension Annuitants in Malaysia under Economic Exposure

This research has conducted a profound evaluation into the annuity market in Malaysia from both the business and individual perspective. To a great extent, analysis is made on how the annuity insurers could better maintain the solvency level of annuity fund which is exposed under significant economic risks by obtaining an optimal fund allocation to maximise investment returns through the development of Asset-Liability Management (ALM). By adapting the concept from Wilkie model, six fundamental models including inflation rate, real interest rate, KLCI stock return, KLCI stock dividend yield, 10-year MGS return as well as Malaysian property return were formulated accordingly to the Box-Jenkins modelling approach. It concludes that the optimal weightages combination suggests that the annuity insurers should allocate 94% of the single premium such as RM100,000 which collected from the annuitant to bond market, whereas the other 5% of the fund should be invested in stock but only 1% of the premium should be allocated into the property investment.

Blockchain-Based Smart Contracts in Insurance Service Delivery: A Conceptual Analysis

Blockchain is a revolutionary technology that offers a new kind of inventive service. It can handle a variety of sophisticated issues associated with the secrecy, integrity, and availability of fast and secure distributed systems. This concept paper begins by addressing the shift in people's attitudes towards the insurance industry, particularly in Malaysia, and then goes on to understand how the Unified Theory of Acceptance and Use of Technology (UTAUT), Task Technology Fit (TTF), and Initial Trust Model (ITM), influence behavioural intentions in using blockchain smart contracts. A digital insurance platform must be redefined after the increase in online insurance sales transactions prompted by COVID-19 to satisfy the market's expectations. Whereas traditional paper contracts rely on middlemen for execution, blockchain smart contracts are now based on blockchains, which include an immutable record of data and the ability to remove single points of failure. Despite the growing popularity of blockchain research in recent years, research on blockchain smart contract adoption behaviour at the individual level concerning insurance services remains limited. Hence, this study utilises the three models to characterise how performance expectancy, technological context, and initial trust interact to forecast behavioural intention. Furthermore, we stressed the need for additional research to demonstrate the intention to employ blockchain smart contracts is impacted by performance anticipation, technical environment, and personal initial trust. Based on the review, we will design realistic research that will incorporate prospects for theoretical progress as well as empirical discoveries in blockchain smart contract studies. The findings are intended to assist policymakers in developing suitable and improved strategies for capturing interest in blockchain smart contract insurance services in the Malaysian market. We also believe that the evolution of blockchain technology in tandem with smart contracts will enable the creation of new sorts of innovative services, such as insurance.

The Factor Influencing the Acceptance of Using Islamic Attributes in Foods Packaging Labels

As a promotion to market products, strategic marketing is the fundamental element. Product label packaging is an important marketing component that plays a vital role in marketing communication and provides a significant part of the intended message along with legally prescribed content. However, some of the labels used in packaging might lead to consumer confusion. The use of Islamic symbols in food packaging labels is one of the practices that may confuse others. Therefore, it has become popular in the Malaysian market and as a trademark to attract Muslim consumers. This study analysed the factors influencing the acceptance of Islamic attributes in food packaging labels. This quantitative research was based on the data collected through the questionnaires with the respondents from Muslim consumers in Kampung Parit No 3, Muar, Johor. The data was then analysed using descriptive analysis through SPSS Program Version 22. The research results revealed that the factors of belief in religion, which believe the products are halal, good, and safe to be consumed, are the main factors that influenced them in accepting the products that use Islamic attributes in their packaging labels. This research indicates that using Islamic attributes in food packaging has influenced them to accept the products. This could offer significant insight to the authority body, manufacturers, consumers, and researchers.

Modeling the Brand Equity and Usage Intention of QR-Code E-Wallets

The proliferation of digital payments has paved the way for the greater use of E-wallets or mobile payments in over-the-counter (OTC) retail transactions. Nevertheless, given its economic and accessibility benefits over NFC forms of mobile payment, relatively little is known about QR-code E-wallet (QREW) adoption from the consumer–brand relationship perspective. The study aims to address this knowledge void by augmenting brand equity elements (perceived value, brand image, and brand awareness) to comprehensively analyze consumers’ QREW usage intention in the OTC retail environment. A structural equation modeling analysis was performed on 305 consumers in the greater Klang Valley, Malaysia. The empirical findings suggest that brand awareness positively affects QREW usage intention and mediates the effects of both perceived quality and brand image on the outcome. Moreover, the results reveal a serial mediation effect involving all of the examined factors. Theoretically, this study supplements the literature on mobile payments from the consumer–brand relationship view, in which the predictive nature of brand equity factors is examined separately. In practical terms, considering that the Malaysian market QREW is in a relatively early growth stage, the findings should offer QREW providers insights into how to capitalize on brand equity mechanisms for attracting consumers to utilize their offerings.

To Study the Contribution of Price Factor Towards the Purchase Intention of EV Market in Malaysia Among Generation Y Consumers

The increasing demand towards the electric vehicle (EV) had prioritize the importance of the study towards the understanding on the purchase intention of the consumer market for the EV in Malaysia among the generation Y consumers. The previous study had suggested that the major contribution shift towards the EV market had been motivated by the environmental conscious for the individuals leading to higher purchase intention among the individuals. The suggestion on the previous study had suggested the evidence pointing to the significant positive relationship between the environmental conscious against the purchase intention of the consumers. The methodology of the research design had observed the quantitative method to put into picture to conduct the quantitative analysis based on the data input from the collection of sample size of 150 respondents from the distribution of the questionnaire from the target population of the Generation Y consumers. The findings had pointed out the evidence suggesting the presence of the significant positive correlation and regression relationship between the two variables indicting the similar findings as the previous research study. This had led to the achievement of the objective of the research drawing the significance of the study to conclude the outcome of the research.

The Need to Establish a Body or Agency for Monitoring and Supervising Commercial Hibah Products in Malaysia: A Literature Review

There are numerous Islamic-property planning and management agencies or companies that offer various commercial hibah products in the market at the moment. Nevertheless, the diversity of commercial hibah products offered by various agencies or institutions need monitoring and supervision in order to meet Syariah law standards and to avoid disputes and confusion that can invite negative perceptions about hibah instruments among the Muslim community. Thus, this literature review aimed to examine the need for certain bodies or agencies to monitor and supervise the existence of various commercial hibah products in the Malaysian market. This qualitative study used the content analysis research design with data acquired through document analysis methods and then analysed descriptively. Findings indicate that many studies had commented on matters related to hibah from different perspectives that focused on the significance of hibah instruments, legitimacy of hibah, hibah products, hibah procedures and jurisdiction of hibah in the Syariah Court, however, there are no studies on the need for supervising and monitoring commercial hibah products in Malaysia by certain local bodies or agencies. The implication of this study is a need to conduct an in-depth study related to the need for monitoring and supervising hibah products offered by property planning institutions or agencies, which are growing rapidly in the market today, by a body or agency established based on the hisbah concept.

Are the motives of holding cash differing between developed and emerging financial markets?

PurposeThis study compares the motives of holding cash between developed (Australian) and developing (Malaysian) financial markets.Design/methodology/approachFor the period 2006–2020, the t-test, fixed-effect and generalised method of moment (GMM) model have been applied to a sample of 1878 (1,165 Australian and 713 Malaysian) firms.FindingsThe empirical results reveal that firms in developed financial markets hold higher cash compared to the developing financial markets. The findings confirm that motives to hold cash differ between developed and developing financial markets. The GMM findings further show that cash holdings (CH) in Australia are higher due to higher ratios of cash flow, research and development (R&D) and return on assets (ROA), and lower due to larger dividend payments. In the Malaysian market, however, cash flows and R&D are ineffectual, ROA falls and dividend payments rise CH.Practical implicationsThe study helps managers, practitioners and investors understand that firms' distinct economic, institutional, accounting and financial environments are important. To attain the desired outcomes, they must thus comprehend and consider these considerations while developing suitable liquidity strategies.Originality/valueTo the authors' best knowledge, this is the initial research demonstrating how varied cash motives and their ramifications are in developed and developing financial markets. Therefore, this study identifies the importance that CH motives varied among financial markets and that findings from a particular market cannot be generalised to other markets because of the market and financial structural variations.

Factors Influencing Intention to Purchase Halal Food Products Among Iranian Muslim Consumers

The growing global demand for halal food has led more countries, including non-Muslim countries to emerge and serve this potential market. Malaysia, as a Muslim country, intends to become a significant exporter of halal food and aspires to become a hub for halal food production. Demand for halal food has also continued to have an upward trend in the Malaysian market itself. Thus, the consumption behavior of Muslim consumers needs to be studied and the influencing factors on Muslim consumers’ purchase intentions should be investigated. Therefore, the purpose of this research is to conceptually discuss potential factors (attitude, subjective norm, perceived behavioral control, knowledge, acculturation, religiosity, and trust) that influence the intention to purchase halal food among Iranian consumers in Malaysia. The data will be collected through the combination of convenience and snowball sampling by distributing self-administered questionnaires and web-based surveys to 380 Iranian respondents in Peninsular Malaysia. The proposed research model is based on the Theory of Planned Behavior (TPB) study of the relationship between intention to purchase halal food factor analysis was conducted to test the validity of the research instrument. The descriptive analysis was carried out using SPSS. Structural Equation Modelling (SEM) through AMOS 23 was used to test the hypotheses of the study as well as for assessing the fitness of the conceptual model. The results of this study have significant implications for marketing managers by being able to offer better products through a deeper understanding of consumer intent to purchase and add to the body of knowledge, which benefits academia. In addition, this study is useful for relevant policymakers to modify current strategies including developing future strategies and initiatives to increase halal purchase intention by better understanding Muslim consumers’ perception of halal food products.

An analysis of market power and efficiency of Islamic banking in Indonesia and Malaysia

Purpose – This paper aims to investigate whether the Islamic banking industry in Indonesia and Malaysia is collusive or efficient. Indonesian Islamic banking is expected to meet the Qualified ASEAN Bank (QAB) to compete with other Islamic banks, including Malaysia.Methodology – The data used in this study was panel data on Islamic banking in Indonesia and Malaysia from January 2010 to December 2019. Data analysis employed static panel data regression.Findings – The findings of the study disclosed no collusive behavior from Islamic banking in Indonesia and Malaysia to increase profitability. Meanwhile, market share has been shown to boost profitability in terms of equity, despite the fact that there is an endogeneity problem. Technical efficiency and scale efficiency in Islamic banking in Indonesia have been shown to significantly increase market share, but not profitability and market power. This study concludes that if Islamic banking market in Indonesia and Malaysia are opened and state boundaries are lifted, Indonesian Islamic banking still will not be able to compete since it has not been able to acquire economies of scale.Implications – Islamic banking in Indonedia needs to establish Islamic-Finance-Friendly Regulations. It is expected to pave the way for the value-added character of Islamic banking, it is the most important strategy to boost market share of Indonesian Islamic banking.Originality – This study seeks to fill the validation gap of endogeneity test in Islamic banking. There is the limitation on studies of Islamic banks since the validation of endogeneity test deal only with conventional banking studies.

Occurrence and risk assessment of 3-monochloropropanediols esters (3-MCPDE), 2-monochloropropanediol esters (2-MCPDE), and glycidyl esters (GE) in commercial infant formula samples from Malaysia

The presence of 3-monochloropropanediol esters (3-MCPDE), 2-monochloropropanediol esters (2-MCPDE) and glycidyl esters (GE) in infant formula products has raised serious concerns. They incorporate vegetable oils, particularly palm-based oils, which are well-known to contain large amounts of these process contaminants. An analysis was conducted on infant formula samples (n = 16) obtained from the Malaysian market to determine the levels of 3-MCPDE, 2-MCPDE and GE using gas chromatography-mass spectrometry (GC-MS). The method was validated, with a limit of quantification (LOQ) on instrument of 0.10 µg/g for all analytes. The median concentrations of 3-MCPDE, 2-MCPDE and GE in infant formula in this study were 0.008 µg/g, 0.003 µg/g and 0.002 µg/g respectively. The estimated dietary intakes calculated from consumption of infant formula show higher exposures to infants within the age group of 0 to 5 months, highest for GE (1.61 µg/kg bw/day), followed by 3-MCPDE (0.68 µg/kg bw/day) and 2-MCPDE (0.41 µg/kg bw/day) compared to the age group of 6 to 12 months. Only one sample, relating to GE exposure is a potential risk for both age groups with MOE value below 25,000.

Does ERM Sophistication Drive IPO Initial Performance in Emerging Market? Evidence from Malaysian Market

The escalation of complexity and multidimensional (internal and external) factors bring companies to a position where risk management should be of main concern. Enterprise Risk Management (ERM) adoption and the extent of ERM implementation is seen as a guaranteeing element to increase the value of the companies over the long term due to adequate risk awareness and risk management strategies in all relevant business functions. This study examines the extent of ERM implementation on the initial performance of companies in the Malaysian IPO market. Testing a sample of 105 Malaysian IPOs issued from January 2012 to December 2020 using a linear regression model, ERM sophistication is positively and significantly related to the initial performance of Malaysian IPOs, offering support to the proposition in this study. Equally important is the reciprocal of offer price, subscription ratio, and market condition, which are also significant factors in companies’ post-IPO performance. This study benefits the market regulators and investors on the importance of ERM sophistication to companies’ initial performance.

Symbioses between Green Marketing Sustainability and Competition Law in Malaysia

Purpose: The urgency to control and reduce environmental disasters to the air and water as well as plastic pollution, acute deforestation, industrial waste, chemical spills, climate change and global warming calamity has triggered the universal Sustainable Development Goals (SDG) policy. Thus, diverting the attention of every level of human activity towards attaining a ‘sustainable’ environment. This universal war against such environmental disasters has developed a reason to incorporate SDG policy goals into the Competition Law and Policy (CLP) globally. This exploratory study aimed to determine the symbiosis between the competition law and United Nations (UN), SDG policy application under Competition Act 2010 for promoting and enhancing Green Marketing (GM) in Malaysia. 
 Methodology: The study examines viable options for competition regulators to address sustainability policy for green marketing (GM) benefits under the scope of CLP. The study applies qualitative analysis by way of comparative study to the European Union (EU) approach to determine GM marketing legitimacy for acclaiming SDG policy as a criterion within the exemption proviso in the Competition Act 2010, Malaysia.
 Findings: Competition Law can support GM sustainability initiatives to improve the environment since GM is not just about producing and marketing environmentally sustainable products but from a broader perspective contributes to innovation and consumer welfare. Hence, GM's social market and societal benefits towards sustainability objectives are arguably considered to outweigh its countervailing anticompetitive effects for sustainable exemption policy under the CLP. However, GM can only substantially contribute to addressing global warming and the environment under the SDG if applied legitimately. In addition, the GM must be also endorsed to incorporate broader environmental-related benefit policy within its competition law prohibition and exemption framework to resonate with the UN’s SDG.
 Implications/Originality/Value: The endorsement of GM sustainable benefits by way of exemption, exception or being pro-competitive allows a fair competitive advantage for GM industry growth. The research examines and proposes the exemption options for GM-related mergers, a collaboration by way of agreement and government exception policies under CA2010.

Symbioses between Green Marketing Sustainability and Competition Law in Malaysia

Purpose: The urgency to control and reduce environmental disasters to the air and water as well as plastic pollution, acute deforestation, industrial waste, chemical spills, climate change and global warming calamity has triggered the universal Sustainable Development Goals (SDG) policy. Thus, diverting the attention of every level of human activity towards attaining a ‘sustainable’ environment. This universal war against such environmental disasters has developed a reason to incorporate SDG policy goals into the Competition Law and Policy (CLP) globally. This exploratory study aimed to determine the symbiosis between the competition law and United Nations (UN), SDG policy application under Competition Act 2010 for promoting and enhancing Green Marketing (GM) in Malaysia. 
 Methodology: The study examines viable options for competition regulators to address sustainability policy for green marketing (GM) benefits under the scope of CLP. The study applies qualitative analysis by way of comparative study to the European Union (EU) approach to determine GM marketing legitimacy for acclaiming SDG policy as a criterion within the exemption proviso in the Competition Act 2010, Malaysia.
 Findings: Competition Law can support GM sustainability initiatives to improve the environment since GM is not just about producing and marketing environmentally sustainable products but from a broader perspective contributes to innovation and consumer welfare. Hence, GM's social market and societal benefits towards sustainability objectives are arguably considered to outweigh its countervailing anticompetitive effects for sustainable exemption policy under the CLP. However, GM can only substantially contribute to addressing global warming and the environment under the SDG if applied legitimately. In addition, the GM must be also endorsed to incorporate broader environmental-related benefit policy within its competition law prohibition and exemption framework to resonate with the UN’s SDG.
 Implications/Originality/Value: The endorsement of GM sustainable benefits by way of exemption, exception or being pro-competitive allows a fair competitive advantage for GM industry growth. The research examines and proposes the exemption options for GM-related mergers, a collaboration by way of agreement and government exception policies under CA2010.

Bond Characteristics and Financial Performance Among Top 100 Listed Companies in Malaysia

This study examines the relationship between bond characteristics and financial performance by top 100 Malaysian public listed companies. The study uses 100 firm-year observations drawn from the population of non-financial companies in 2021. To achieve the objectives of this study, quantitative method of analysis is employed. Using multiple regression analysis, the results reveal that bond issuance and bond ratings have a positive significant impact on financial performance. The findings imply that the fact that the advantage of keeping bonds over stocks for investors is that bonds have a positive rate of return with fixed income. The performance of bonds further surpasses risk adjustment levels. Besides, the higher rated bond or known as investment grade bond the safer and stable investment by the bondholders which may enhance financial performance. The present study is unique as it helps the researcher and others to explore the practice and prospect of bond market in Malaysia. Exploring the practice of bonds in Malaysia, it will help to readers to understand the importance of invest in bond as it can lower the risk of the company’s portfolio.

The Multi-horizon Exchange Rate Exposure of Consumer Products and Services Sector in Malaysia

After the abolishment of fixed exchange regime under the Bretton Woods System in 1970s, the issue of foreign exchange risk expecially among multinational corporations operating under small and open economies of Malaysia remains relevant till today. According to Abdul Wahab et al. (2017) and Adler and Dumas (1984), exchange rate exposure refers to the extent of firm's sensitivity to exchange rate fluctuations. While there has been growing interest in examining foreign exchange risk incidence under Malaysia market, however limited studies have been focusing on single sector of consumer products and services in Malaysia. Under Bursa Malaysia, the sector consists of several sub-fields including agricultural products, automotive, food and beverages, household goods, personal goods, retailers and travel and leisure services. Given the wide range of products and services, the corporations under the sector have been involved in vigorous cross-border trading activities. The consumer products and services equities become the second largest sector in Bursa Malaysia which constitues 15.89% of total stocks in main market of Bursa Malaysia in July 2021 with a 265.02 billion of total market capitalization. In terms of methodological issue, the study addresses on the bias in exchange risk pricing in previous studies. Specifically, majority of past studies assume homogeneity of exchange risk across time domains which seems to be unrealistic. Capital market contains wide range of participants with heterogenous investment holdings and expectations. To address time domain bias, the study adopts Maximal Overlap Discrete Wavelet Transformation (MODWT) in foreign exchange risk pricing to decompose a single time domain series into multiple time domains. Given this, the primary objective of the study is to examine the extent of multi-horizon foreign exchange exposure of consumer products and services sector in Malaysia from January 2000 till December 2020. Keywords: Currency Exposure, Wavalet Technique, MODWT, Malaysian Consumer Sector

Study of Selected Beverages with Β-Glucan from Oats and Barley on Physical Properties, Sensory Perception, Glycemic Index and Satiety

Over recent years, more and more products with β-glucan have appeared in the market. This study was conducted to determine the physical, sensory evaluation and glycemic index (GI) of selected popular beverages with β-glucan in the Malaysian market, which were Biogrow Oat BG22 (from oats) and Biolife Barley BG25 (from barley). The physical parameters measured were colour, viscosity, and total suspended solid. Sensory analysis was conducted on 30 subjects using the 7-point hedonic scale. Attributes assessed were colour, aroma, viscosity, sweetness and overall acceptance. A total of 10 subjects were involved in the determination of GI value of these beverages. A total of 25 g glucose was used as the reference. Test meals also contained 25 g available carbohydrate and all beverages were mixed with 250 mL water. Blood samples (finger prick) were taken every 15 minutes (first hour) and 30 minutes (second hour) for the duration of 120 minutes after the food sample consumption. Test protocol was based on ISO26642:2010. Blood glucose values were determined using glucometer. A total of 30 subjects were chosen for the determination of satiety scores. Labelled magnitude satiety scale was used to measure satiety scores before and after test beverage consumption. Subjects were required to assess their perception of fullness or hunger by marking on the labelled magnitude satiety scale every 15 minutes for the first hour and 30 minutes for subsequent 2 hour for a total of 180 minutes. The colour analysis showed that BG25 and BG22 were slightly yellow due to positive b* value. The BG22 was more viscous and do not contain any sugar compared to BG25. Blood glucose level after glucose intake reached optimum level (9.9 mmol/L) at 30 minutes while BG25 and BG22 reached optimum level at 45 minutes with the value 7.9 mmol/L and 6.4 mmol/L respectively. Significant difference was found for attributes aroma, viscosity and overall acceptance of the two products. Our study found, BG22 from oats were has better physical attributes and is better accepted by the panelists. However, it is suggested that both products be taken together with milk or soy to improve the taste. The GI for BG25 was 79 (high GI) while BG22 was 32 (low GI). The BG22 with lower GI is significantly more satiating than BG25 and perhaps can be a choice of beverage for people who are managing diabetes and obesity.

Daya Saing Ekspor Pisang Indonesia di Negara Tujuan Ekspor Periode 2000-2019

Indonesian banana is one of the leading commodities of the tropical fruit group that has been traded for a long time. One of the most important components of the economy is exporting. Indonesian banana production contributes in the world and taking the third position, but is not balanced with Indonesia's contribution to banana exports in the world. This study analyzed competitiveness with the comparative and competitive advantage approach of Indonesian banana using secondary data in the period 2000-2019. The research method used descriptive-quantitative with Revealed Comparative Advantage (RCA), Export Product Dynamic (EPD), and Porter's Diamond. The results of the analysis RCA showed that Indonesian banana only have strong competitiveness in the Malaysian market. Indonesian banana competitiveness position in the Malaysian market is in the position of rising star and falling star in the Singapore, Japan and Saudi Arabian markets. The results of the last analysis used Porter's Diamond found weaknesses in the factor conditions related to human resources, capital, science and technology, demand conditions as well as strategy, structure, and competition. Therefore, it is necessary to make efforts to increase the productivity and quality of banana produced, market research in competing countries, consumer preferences in world markets, and provide counseling as well as socialization and product diversification.

Sukuk Characteristics and Financial Performance Among Top 100 Listed Companies in Malaysia

This study examines the relationship between sukuk characteristics and financial performance by top 100 Malaysian public listed companies. The study uses 100 firm-year observations drawn from the population of non-financial companies in 2021. To achieve the objectives of this study, quantitative method of analysis is employed. Agency theory supports the application of several governance strategies to control "agents'" behaviour in organizations Thus, new financial instrument called sukuk has given rise to several concerns. Using multiple regression analysis, the results reveal that sukuk issuance and sukuk ratings have a positive significant impact on financial performance. The findings imply that the fact that the incentives for sukuk rely on the project's income or profit is another significant way they vary from traditional bonds. Additionally, the higher rated sukuk or known as investment grade sukuk, the safer and stable investment by the sukuk holders which may enhance financial performance. The present study is unique as it helps the researcher and others to explore the practice and prospect of sukuk market in Malaysia. Exploring new practice of sukuk in Malaysia will help to understand the importance of invest in sukuk as it can lower the risk of the company’s portfolio.

The Business Potential of Riau Malay Songket Woven Cloth Enterprise - Wan Fitri toward the International Market

The Riau Malay Songket Woven Cloth Enterprise - Wan Fitri is a market leader in the production process of Malay Songket woven cloth in Pekanbaru City, Riau Province - Indonesia which has been established since 1969. It has the potential to be marketed to various countries in Southeast Asia, especially to the Malaysian market considering the origins of the Riau Malay Songket were also derivative from Trengganu - Malaysia. The purpose of this research is to identify the strategic business factors to realize the process of product internationalization to the Malaysian market. This study uses a qualitative research method with a case study approach and SWOT analysis. The data collection of this research was carried out through interviews, observation, documentation, and a triangulation process. The results of this study showed that the Riau Malay Songket Woven Cloth Enterprise - Wan Fitri is in a Growth Position (cautious) and has the potential to penetrate the international market with medium and long-term strategies plans with the exporting target to the Malaysian market because it has a same cultural tendency, especially in using Malay Songket woven cloth.

Impact of Extrinsic and Intrinsic Attributes on Consumer Attitude with Reference to Japanese Frozen Food in Malaysia

Generally, frozen food businesses have experienced a huge demand for their products since the pandemic began as consumers were stocking up on frozen foods to reduce close contact with others. The popularity of international food including Japanese food among Muslims and non-Muslims are growing in Malaysia, developing a Japanese cuisine community. However, strong competition in the food industry especially in the frozen food market may not be easy for Japan-made frozen foods to achieve a competitive position in the Malaysian market. Hence, this study aims to investigate the role of intrinsic factors (brand reputation, price perception, Halal label and product information) and extrinsic factors (convenience, health consciousness, food quality and social influence) on attitude towards Japanese frozen food. The findings show that brand reputation, Halal label, and food quality were positively related to attitude whereas, health consciousness was negatively associated with attitude. The outcome of this research is expected to provide insights to Japanese frozen food manufacturers on the appropriate marketing strategies to be adopted to penetrate into the Malaysian frozen food market, which is expanding rapidly at present.