An Empirical Study on the Factors Influencing Consumers’ Purchase Intention of Cosmetic Products
Abstract
The cosmetics industry is one of the world's fast-growing sectors. With more and more new cosmetic companies joining the market this beauty industry is booming, resulting in a highly competitive environment. Furthermore, Consumers with rapidly shifting preferences and expectations have created challenges on the market, resulting in a shorter product ’s life cycle, impasse innumerable skin care giants and novice companies. As such, to stay and retain new customers, it is important for the cosmetic companies to continually grow their business activities. In order to achieve that, cosmetic companies need to understand and satisfy their customers by creating values and meet their demands. The purpose of this study is to investigate the influence of brand image, perceive product price and perceived quality on intention to purchase cosmetic products. A total of 139 questionnaires were collected from consumers in the Kelang Valley who have experienced purchasing and using cosmetic products. This finding might benefit cosmetics firms and marketers to better understand important factors underlying cosmetics purchase intention among Malaysian consumers in order to better compete in the global as well as the local market.
Downloads
References
Aaker, D.A. (1991). Managing Brand Equity. Capitalizing on the Value of Brand Name. The Free Press, New York, NY.
Aaker, D.A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3).
Allied Market Research (2017). Skin care products market: by type (face cream, and body lotion) and geography – global opportunity analysis and industry forecast, 2014-2022. Allied Market Research. www.alliedmarketresearch.com/skin-care-products-market
Asshidin, N. H. N., Abidin, N., & Borhan, H. B. (2016). Perceived Quality and Emotional Value that Influence Consumer’s Purchase Intention towards American and Local Products. Procedia Economics and Finance, 35(October 2015), 63.
Azmi Hassali M, AL-Tamimi, S. K., Dawood, O. T., Verma, A. K., & Saleem, F. (2015). Malaysian Cosmetic Market: Current and Future Prospects. Pharmaceutical Regulatory Affairs: Open Access, 4(4), 1000155.
Buil, I., De Chernatony, L. & Martinez, E. (2013). Examining the role of advertising and sales promotions in brand equity creation. Journal of Business Research, 66(1), 115-122.
Chin, T.K. & Harizan, S.H.M. (2017). Factors influencing consumers’ purchase intention of cosmetic products in Malaysia. International Journal of Business and Innovation, 3(1), 1-15.
Dodds, W.B., Monroe, K.B. & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28(3), 307-319.
Dyson, P., Farr, A. & Hollis, N.S. (1996). Understanding, measuring, and using brand equity. Journal of Advertising Research, 36(6), 9-22.
Erdem, T., Zhao, Y. & Valenzuela, A. (2004). Performance of store brands: a cross-country analysis of consumer store-brand preferences, perceptions, and risk. Journal of Marketing Research, 41(1), 86-100.
Euromonitor International (2016). The Beauty and Personal Care Market: Global and Regional Overview. Euromonitor International. www.euromonitor.com
Eze, U., Tan, C., & Yeo, A. (2012). Purchasing cosmetic products: a preliminary perspective of Gen-Y. Contemporary Management Research, 8(1), 51–60.
Farquhar, P.H. (1989). Managing brand equity. Marketing Research, 1(3).
Foster, B.D. & Cadogan, J.W. (2000). Relationship selling and customer loyalty: an empirical investigation. Marketing Intelligence & Planning, 18(4), 185-199.
George, D., & Mallery, P. (2003). SPSS for Windows Step by Step: A Simple Guide and Reference 11.0 Update (Fourth Edition). Boston: Allyn & Bacon.
Hakala, U., Svensson, J. & Vincze, Z. (2012). Consumer-based brand equity and top-of- mind awareness: a cross-country analysis. Journal of Product and Brand Management, 21(6), 439-451.
Hassali, M. A., Al-Tamimi, S. K., Dawood, O. T., Verma, A. V., & Saleem, F. (2015). Malaysian Cosmetic Market: Current and Future Prospects. Pharmaceutical Regulatory Affairs, 4(4), 1000155.
Keller, K.L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
Keller, K.L. (1998). Strategic Brand Management: Building, Measuring and Managing Brand Equity. Prentice Hall International, London.
Keller, K.L. & Lehmann, D.R. (2003). How do brands create value?. Marketing Management, 12(3), 26.
Kumar, V. & Shah Denish. (2004). Building and Sustaining Profitable Customer Loyalty for the 21st Century. Journal of Retailing, 80, 317-329.
Loudon, D. Y. & Della Bitta, A. J. (1988). Consumer behavior: Concepts and applications (3rd. Ed.). New York: McGraw-Hill Book Company.
MacDonald, E.K. & Sharp, B.M. (2000). Brand awareness effects on consumer decision making for a common, repeat purchase product: a replication. Journal of Business Research, 48(1), 5-15.
Malik, M.E., Ghafoor, M.M., Hafiz, K.I., Riaz, U., Hassan, N.U., Mustafa, M. & Shahbaz, S. (2013). Importance of brand awareness and brand loyalty in assessing purchase intentions of consumer. International Journal of Business and Social Science, 4(5).
Monroe, K. (2012), Price and Customers’ Perceptions of Value. Advances in Business Marketing and Purchasing, 19, 129-152.
Murphy, R. & Narkiewicz, V. (2012), Are Price, Quality, and Value Mutually Exclusive?. The Journal of Global Business Management, 8(2), 41-48.
Njuguna, R.K. (2014). The influence of brand equity on consumer choice in branded bottled water among supermarket customers in Nairobi Central business district, Kenya. (Doctoral dissertation), Kenyatta University.
Pan, Yue, Sheng, Simon & Xie, Frank. (2012). Antecedents of customer loyalty: An empirical synthesis and reexamination. Journal of Retailing and Consumer Services, 19, 150–158.
Percy, L. & Rossiter, J.R. (1992). A model of brand awareness and brand attitude advertising strategies. Psychology and Marketing, 9, 263-274.
Petrick, J. F. (2004a). First timers’ and repeaters’ perceived value. Journal of Travel Research, 43, 29–38.
Petrick, J. F. (2004b). The roles of quality, value, and satisfaction in predicting cruise passengers’ behavioural intentions. Journal of Travel Research, 42, 397–407.
Rossiter, J.R. & Percy, L. (1987). Advertising and Promotion Management. McGraw-Hill Book Company, US.
Rubio, N., Oubina, J. & Villasenor, N. (2014). Brand awareness–brand quality inference and consumer’s risk perception in store brands of food products. Food Quality and Preference, 32, 289-298.
Saleem, A., Ghafar, A., Ibrahim, M., Yousuf, M. & Ahmed, N. (2015). Product perceived quality and purchase intention with consumer satisfaction. Global Journal of Management and Business Research: E Marketing, 15(1), 21-28.
Sekaran, U. (2003). Research Methods for Business: A Skill Building Approach (4th Ed.). Singapore: John Wiley & Sons (Asia) Pte. Ltd.
Sekaran, U. & Bougie, R. (2013). Research Methods for Business: A Skill-Building Approach, 6th ed. Wiley, New York.
Semuel, H., & Chandra, S. S. (2014). The Analysis of Corporate Social Responsibility Implementation Effects towards Price Fairness, Trust and Purchase Intention at Oriflame Cosmetics Product in Surabaya. Procedia - Social and Behavioral Sciences, 155(October), 42–47.
Shah, S. & Aziz, J. & Jaffari, A.R. & Waris, Sidra & Ejaz, W. & Fatima, M. & Sherazi, Syed. (2012). The impact of brands on consumer purchase intentions. Asian Journal of Business Management, 4, 105-110.
U.S. Food and Drug Administration (FDA) (2016). Is It a Cosmetic, a Drug, or Both? (Or Is It Soap?). U.S. Food and Drug Administration (FDA). http://www.fda.gov/Cosmetics/GuidanceRegulation/LawsRegulations/ucm074201. html
Yoo, B., Donthu, N. and Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195-211.
Zeeshan, Z. (2013). The impact of mobile service attributes on males’ and females’ purchase decision. Management & Marketing Challenges for the Knowledge Society, 8(4), 669-682.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
