Preference factors of cosmetic consumer towards customer satisfaction in beauty industry

Tan, Jia Ying (2019) Preference factors of cosmetic consumer towards customer satisfaction in beauty industry. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Society today have increasing demand on cosmetic due to publics are emphasis in good appearance. This research is aim to find out Malaysia cosmetic consumer’s preference will have a better understanding on consumer satisfaction, thus have a better business performance in future. Explanatory research had been chosen as the research design to conduct this research which aimed to identify the relationship between variables. The time horizon for this research is around 2 semesters by apply cross-sectional method. All the data are collected through distribute the questionnaire among 365 respondents in Malaysia. the gathered data were analyzed using SPSS version 25.0. From the research, show that there is significant relationship between preference factors and customer satisfaction in beauty industry. The findings of the research could assist the marketer to understand the preference factors of cosmetic consumer towards customer satisfaction in beauty industry

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