Factors Influencing Consumers’ Purchase Intention of Cosmetic Products in Malaysia

International Journal of Business and Innovation. Vol. 3, Issue 1, 2017

Title: Factors Influencing Consumers’ Purchase Intention of Cosmetic Products in Malaysia

Author: Teoh Khar Chin, Siti Haslina Md Harizan

Abstract
Cosmetic industry is one of the fast growing industry in the world. This beauty business is booming with more and more new cosmetic companies entering the market, resulted into a highly competitive environment. It is therefore essential for the cosmetic companies to continuously develop their business activities in order to remain and attract new customers. In order to do so, cosmetic companies need to understand and satisfy their customers by creating values and meet their demands. The purpose of this research is to investigate the influence of celebrity endorsement, product packaging, brand image, price fairness, and perceived quality on intention to purchase cosmetic products. Data collection was done in a survey among working adults who are working in private sectors within the northern region of Malaysia. The results found that celebrity endorsement and price fairness significantly influenced purchase intention of cosmetic products. The findings might benefit cosmetics firms and marketers to better understand important factors underlying cosmetics purchase intention among Malaysian consumers in order to better compete in the global as well as the local market.

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