Decision to visit night market from Malaysian customer perspective

Night market is a street market which operates at night and commonly dedicated to more leisurely strolling, shopping and eating than more business-like day market. Customers who have been to the night market before may experience in buying products and services at cheaper prices, enjoying open-air shopping concept, and be able to choose varieties of food from different ethnicity. This study aims to identify and discuss the contributing factors that influence customers’ selection decision to visit night market from Malaysian perspective. The study implies content analysis which allows the researcher to explore the conceptual and theoretical issues of the data gathered from the previous researches and others secondary sources. Overall result reveals that there are three contributing factors namely price perception, convenience, and concept that influence customers’ selection decision to visit night market. The study concludes that the contributing factors may benefit the night market owners to focus on some good ways to attract more customers to visit night market regularly and consistently.