Subsidies are an instrumental policy making tool for many governments, but their importance depends on the market situation of the national economy. Efficient subsidy implementation would allow the government to correct market failure thereby aligning social and private costs and benefit. The general objective of this study is to justify the need to rationalise subsidies for food items such as flour. This study assessed the structure and conducts of the general purpose flour market in Malaysia; and analysed the impact of subsidies on market performance to recommend policies to increase market efficiency under the subsidy rationalisation program. To accomplish these objectives, the study adopted a microeconomics market analysis as well as the standard structure and performance analysis method. These two approaches showed the characteristics of an industry’s consumer behaviour, competition, as well as the efficiency associated with government regulatory policies on the flour industry. One of the biggest influences on the domestic market is related to the food consumption behaviour of the general population. Food consumption behaviour reflects global trends. As income rises, food trends tend to be consumed in processed form or in such a way that adds value in another manner such as the preparation of food products.

1. Introduction0F
 2. Literature Review
 3. Methodology
 4. Results and Discussions
 5. Policy Recommendations
 6. Conclusions

• Fatimah Binti Kari(Department of Economics, Faculty of Economics and Administration, University of Malaya)
• Muhammad Mehedi Masud(Department of Development Studies, Faculty of Economics and Administration, University of Malaya, Malaysia.) Corresponding Author.
• Md. Khaled Saifullah(Department of Economics, Faculty of Economics and Administration, University of Malaya)