My second home programme - Analysis of the demand and Supply.
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Date
2013
Authors
Abdul Aziz, Abdul Rashid
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Abstract
Malaysia My Second Home Programme (MM2H) was launched in 2002 by the Malaysian government to capture the growing trend of retirees buying second homes abroad. The first objective was to analyse the MM2H takers' motivation for residing in Malaysia, their likes and dislikes about Malaysia and the locations they lived in. The second objective was to analyse the extent to which housing developers customised their 4 Ps - product, price, place and promotion - to cater to the MM2H takers. The final objective was to compare the MM2H programme against similar programmes in other countries. To achieve the first two objectives, data was collected using postal questionnaire survey followed by interviews. For the third objective, data was collected from printed and digital sources. The research found that MM2H takes came
from various countries, each with his own set of motivations for taking up residence in Malaysia, and possessed his own set of likes and dislikes about Malaysia. Few housing developers would go the full extent of customising their 4Ps as the market is small. The MM2H programme must be constantly finetuned so that Malaysia remains attractive to foreign retirees.
Program Rumah Kedua Malaysia (MM2H) telah dilancarkan kerajaan Malaysia pada tahun 2002 untuk menawan tren semakin ramai pesara membeli rumah kedua di luar negara. Objektif pertama ialah untuk menganalisis motivasi mereka melilih Malaysia, kesukaan dan ketidaksukaan pemegang MM2H tentang Malaysia and lokasi yang mereka menetap. Objektif kedua ialah untuk menganalisa sejauhmana pemaju perumahan mengubahsuai 4P - produk, harga, lokasi dan promosi - untuk pemegang MM2H. Objektif ketiga ialah untuk membandingkan program MM2H dengan program seakannya di negara-negara lain. Untuk mencapai objektif pertama dan kedua, data dikumpul melalui borang soal selidik disusuli temuramah. Untuk objektif ketiga, data dikumpul melalui sumber cetak dan digital. Kajian mendapati pemegang MM2H datang dari pelbagai negara, setiapnya dengan set motivasi tersendiri untuk menetap di
Malaysia, dan set tersendiri tentang kesukaan dan ketidaksukaan Malaysia. Hanya segelintir pemaju perumahan telah mengubahsuai 4P sepenuhnya oleh kerana pasaran yang kecil. Kerajaan Malaysia harus membuat pengubahsuaian program MM2H supaya Malaysia sentiasa menjadi tarikan kepada perasa luar negara.
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Keywords
My Second Home Programme , Foreign retirees , Second home