The impact of psychological factor toward consumer buying behavior on personal care and cosmetic products among young adult

Md Faizal, Md Fikri (2018) The impact of psychological factor toward consumer buying behavior on personal care and cosmetic products among young adult. Project Report. Universiti Teknikal Malaysia Melaka, Melaka. (Submitted)

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Abstract

For this research, it is about a study on determining the impact of psychological factor toward consumer buying behavior on personal care cosmetic products among young adult. This research cover at Melaka only. Increased usage of personal and cosmetic products has caused a growing concern about the consumer buying behavior of these products, and to investigate consumers' perspective in Melaka. Hence, this study's aim is to develop a valid and reliable tool for assessing consumer's perceptions, and attitudes & beliefs and learning toward personal care and cosmetic products. The study allowed business to attract the customer by using their own marketing strategy tools. Psychological factor can become such an efficient tool for this business in planning their marketing strategy. Furthermore, psychological factor can give benefits to the owner or the personal care and cosmetic business itself because an efficient marketing strategy tools can make the business become more well-known in the market and also improve in business performance that can lead in increasing business growth. The data will collects using questionnaire from 137 respondents in Melaka. The results of the analysis will show that among all the psychological factor, perception, attitude & beliefs, and learning which that have significant impact on the consumer buying behavior toward personal care and cosmetic products. The results of this study will contribute remarkable conclusion to marketers and manufacturer in Malaysia market.

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