The culturally diverse shopping environments require marketers to gain strong intercultural communication competence (ICC). Although, several previous studies have emphasized the significance of ICC in marketing, however, empirical investigations of the subject are scarce and inconclusive. The exceptional characteristic of Malaysia with its exceedingly variegated multicultural and combined ethnic mix makes it one of the proper examples for ICC research and analysis to explain its antecedents and consequence in retailing industry. Based on role theory, interdependence theory and cognitive consistency theory, the present study intends to assess the role of personality of grocery retail consumers on ICC and the ICC consequence on the inter-role congruence and interaction comfort. It is anticipated by filling this knowledge gap the research will assist to strengthen retail communication strategies, which require inter cultural communication adjustments in multicultural business environment. The primary concern of Malaysian authorities is to increase the overall performance of its burgeoning retail industry which is the most active and fourth largest contributor or sub-sectors in Malaysia’s economy. The ICC is expected to improve the retail industry competitiveness when it positively influences inter-role congruence and interaction comfort among customers.