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This paper aims to understand consumption values buying from informal retail markets (i.e., street vendor retailing). It also explores why consumers prefer daily necessary goods from the informal compared to the formal retail market (such as supermarkets, retail chain outlets and e-commerce).

Employing the qualitative research approach, this study collected data from nine respondents in two areas in Malaysia. Data were collected using semi-structured interviews and analysed using the thematic analysis technique. Only representative verbatim codes were presented under five themes of consumption value theory.

Consumers are triggered by the convenience, ease, and exclusive products (conditional value), friendly and known relationship with informal sellers, as well as the availability of some particular food items (emotional value) and lower price and freshness of groceries (functional value) while buying from informal compared to formal retail vendor.

This study provides knowledge implications to the consumption value theory. Functional, emotional, and conditional values are the dominant components of purchase behaviour in informal compared to formal retail channels. Social values are common, whereas epistemic value is more substantial in formal retailing.

Findings are helpful for informal retail businesses to understand consumers' buying behaviour. Informal retail owners should ensure that commodities are fresh, highly affordable and available in the local communities. Building a friendly relationship with consumers would be a key to the success of this retail sector.

Authorities should support informal sellers to set up mobile retail stores in residential areas. This effort would offer greater convenience to both parties in informal businesses and ensure informal sellers' financial and social well-being.

Despite the widespread acceptance of buying goods from informal retail vendors, research on consumption value in informal retailing is largely overlooked. Previous research primarily deals with formal market phenomena due to their size and economic contribution. Consequently, current literature lacks an understanding of why consumers prefer to buy from informal retail vendors for their daily groceries when the formal retail channel could fulfil similar needs. Using a qualitative research design, this research uncovers consumers' buying motives from informal compared to formal vendors.

The purpose of this study is to identify the demographic groups that can be targeted for donations by the cash waqf institutions for their marketing campaigns in Malaysia.

This paper uses a structured questionnaire to acquire the understanding of Malays about the existence of poverty in Malaysia and to identify the demographic groups that can be targeted for the marketing campaigns of cash waqf institutions. The sample consisted of 430 Malays respondents residing in Selangor. The study used the methodology of Baron and Kenny for mediation analysis.

The finding indicates that Malays do hold sympathies towards the poor. Further investigation shows that high-income class and female are the two demographic groups that are more sympathetic towards the poor because of their strong belief in charity.

The data collection is limited to Selangor only. However, it provides enough information about the demographic groups which is worth exploring for the future researchers in order to come up with marketing strategies related to cash waqf collections.

On the basis of findings, cash waqf institutions in Malaysia can come up with marketing strategies to attract high-income class and females as their potential donors.

The charity institution specifically cash waqf institutions in Malaysia are struggling to identify the right target groups for their marketing campaigns. This study used attribution theory to identify the target groups which is overshadowed by the previous research studies in the context of Malaysia.