Assessing Consumer Preferences Towards Health And Beauty Products By Local Malay Manufacturers

Yusoff, Yussafendi (2017) Assessing Consumer Preferences Towards Health And Beauty Products By Local Malay Manufacturers. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

This study made aims to assess consumer preferences towards health and beauty products by local Malay manufacturers. This research also looks into the role of these four elements and its impact to health and beauty industries that are emerging nowadays. It is obviously seen after food and drink sector, health and beauty products would be one of the sectors that thrive in this era. This assessment has been conducted in Malaysia in which the manufacturing firm of health and beauty products are located and respondents of quantitative research are selected randomly in certain areas around the state of Malacca and Kelantan. This study uses a survey method which involved 203 public respondents in answering the questionnaires. The data are collected and then analyzed using the IBM SPSS Statistics Version 22.0. This research also found four elements that are confidence, acceptance, response and willingness to try (IVs) towards consumer preferences (DV). The results showed that most respondents difficult to convert to the newly introduced health and beauty products because of they are more inclined to remain with existing products. It is proved that the researcher has achieved all the research objectives in which there is a significant relationship between all the independent variables with the dependent variable in choosing existing health and beauty products locally produced.

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