Cross-border shopping behaviour of Bruneians in Limbang, Sarawak

Abstract

There are many border towns that grew due to cross-border activities in Malaysia. The cross-border activity that is becoming increasingly important is cross-border shopping in border-towns. This study aims to look specifically at cross-border shopping behaviour of the Bruneians in Limbang, Sarawak to identify the key factors that drive cross-border movement. A sample of 189 respondents were surveyed for two weeks in Limbang, Sarawak. The findings of the study suggest the following: First, most of the Bruneian cross-border shoppers are day trippers of the lower income group. Second, there are clear differences in the purchasing behaviour of day trippers from that of short- term visitors. Most day trippers purchase food and beverages whilst short-term visitors are attracted to the 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 low exchange rate, cheaper good and services and easy communication.