The factors that affect the consumer purchase intention towards skincare product in Malaysia

Lee, Guan Sheng (2018) The factors that affect the consumer purchase intention towards skincare product in Malaysia. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

	Text (24 Pages) The Factors That Affect The Consumer Purchase Intention Towards Skincare Product In Malaysia.pdf - Submitted Version Download (267kB)
	Text (Full text) The factors that affect the consumer purchase intention towards skincare product in Malaysia.pdf - Submitted Version Restricted to Registered users only Download (1MB)

Abstract

The current trending of cosmetic product had influenced the globalization and growing dramatically in term of global sales. The cosmetics industry is wide and the entrepreneurs were still established the new and innovative cosmetic product offered to the consumers. However, the cosmetic industries were too competitive and the entrepreneur failed to understand the reason of customer‟s preferences in buying the skincare product. The purpose of this study was to find out the reason why customer had chosen particular factor when they intended to buy skincare products. All the data are collected through distribute the questionnaire among 384 respondents in Malaysia and analyse using SPSS Statistics Version 22.0.The factors that affect the consumer purchase intention towards skincare product in Malaysia would be further tested with multiple regression analysis and Pearson Correlation. Then, the result of the finding would be explained in the descriptive method. The result of the study could assist the cosmetic entrepreneurs to understand the factor that affect the consumer purchase intention towards skincare product and fully utilized the significant factor that affect the buying intention for skincare product.

Actions (login required)

View Item