Factors That Influence Customer Intention Towards Malaysian Cosmetic Market

Marzan, Masturah (2017) Factors That Influence Customer Intention Towards Malaysian Cosmetic Market. Project Report. UTeM, Melaka, Malaysia. (Submitted)

Text (24 Pages) Factors That Influence Customer Intention Towards Malaysian Cosmetic Market.pdf - Submitted Version Download (507kB)

Abstract

The main purpose of the research is to examine in some depth the occurrences of male consumer purchase intention in buying skin care product in Malaysia. In order to cope with the research purpose in Malaysia market, theory of Fishbein and Ajzen’s state as a guide line by doing this research paper. The theory of Planned Behaviour (TPB) is employed as model and theoretical framework and modified by adding the intention towards self-image to construct the brand loyalty and buying decision as variable that support the purchase intention in Malaysia skin care product research. The main research question is “What the characteristic of purchase intention of Malaysian skin care product? The questionnaire was developed and distributed to Generation Y men from age 15-35 years by sample size 372 number of men. The questionnaire analyzed by SPSS software, descriptive analysis and normative influence also attitude have impact the purchase intention. The result of the study belief that brand loyalty and buying decision and added value from functional value can influences the men consumer purchase intention. The modifier of theory of TPB is appropriate to explain Generation Y male in Malaysia purchase intention in cosmetic market product in the future.

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