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)
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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.
Item Type: | Final Year Project (Project Report) |
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Uncontrolled Keywords: | Consumer behavior, Purchasing |
Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce |
Divisions: | Library > Final Year Project > FPTT |
Depositing User: | Mohd Hannif Jamaludin |
Date Deposited: | 17 Sep 2019 01:49 |
Last Modified: | 19 Jan 2024 03:48 |
URI: | http://digitalcollection.utem.edu.my/id/eprint/23376 |
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