Kuala Lampur, Sept. 24 -- For many Malaysians, payday brings a temporary sense of relief. Bills can be paid, groceries can be bought and there may be some room left for other expenses. But that relief can disappear quickly when much of the monthly income is already committed to housing, loans, utilities, transport and other necessities. The real challenge for some households is not simply how much they earn, but how much is left after everything else has been paid.

When money runs out before the month does, everyday consumption begins to change. Eating out may become less frequent, shopping may be postponed and consumers may think twice before spending on things they previously considered routine. A purchase that once seemed insignifican...