The Factors Influencing Consumer Purchase Intention For Cosmetic Products At Malaysian Higher Education Institution

Chan, Siew Yin (2017) The Factors Influencing Consumer Purchase Intention For Cosmetic Products At Malaysian Higher Education Institution. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Nowadays,the changing lifestyle and culture has led to the rapid changing consumer preference and increasing consumer demand in cosmetic products.Cosmetic plays an important role in enhancing consumer’s appearance attractiveness and confidence.Cosmetics products is not merely the proprietary rights to women but men also have treated cosmetic products as necessity for their daily grooming.This research is to study the factors that influencing consumer purchase intention for cosmetic product in Malaysia.The researcher has selected the quantitative methods as research methodological choice in this study.The simple random sampling method is used in this survey to obtain 100 respondents who have currently studied at FPTT in UTeM. Sample size was determined from population by referring to Krejcie & Morgan.Besides, Descriptive analysis,Pearson Correlation and Multiple Regression analysis were used in this study to analyse the data statistically by using SPSS version 22.The research results showed there is positive and significant relationship between factors of branding,promotion, product quality and packaging on the consumer purchase intention.The findings in this study would be a effective contribution to the cosmetic industry by gaining an understanding and insight towards the purchase intention on cosmetic products.

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