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.