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.

Attitude on Customer Purchase Intention Towards Adulterant Cosmetic Products in Malaysia

“…Consumers today have access to a diverse range of cosmetics items and brands, implying that hundreds of cosmetic alternatives are available, requiring a more rigorous evaluation process before purchasing the product (Putri & Wandebori, 2016). Thus, it is critical for marketing experts and cosmetics producers to understand and serve the demands and desires of their target consumers (A. S. Othman et al, 2022). As a result, it is crucial to comprehend the expectations of the targeted consumer by evaluating their buying intention on cosmetic products because consumers with higher purchasing enthusiasm who want a product are more likely to purchase it (A. S. Othman et al, 2022).…”

“…Thus, it is critical for marketing experts and cosmetics producers to understand and serve the demands and desires of their target consumers (A. S. Othman et al, 2022). As a result, it is crucial to comprehend the expectations of the targeted consumer by evaluating their buying intention on cosmetic products because consumers with higher purchasing enthusiasm who want a product are more likely to purchase it (A. S. Othman et al, 2022).…”

The Direct and Indirect Influence of Price Fairness, Food Quality, and Word-of-Mouth on Purchase Intention: The Role of Brand Image (A Case of Mixue)

“…Understanding consumer preferences and price sensitivity is also essential as different customers have varying degrees of price sensitivity and prioritize different factors (Yun & Hanson, 2020). By recognizing consumer segments and their preferences, businesses can tailor their pricing strategies to maximize the impact of price fairness on purchase intention (Othman et al, 2022). In conclusion, businesses need to consider price fairness in their pricing strategies to cultivate positive consumer perceptions and increase purchase intention.…”

Exploring the Influence of Consumer Behavior on Purchase Decision and Purchase Intention for Halal Cosmetics: The Moderating Role of Halal Awareness

“…Simply put, regardless of whether consumers know whether a cosmetic product is legal or not, their intention to buy does not seem to be much influenced by this awareness when it comes to the actual purchase decision. Other factors, such as product quality, price, brand, or personal preference, may play a more significant role in influencing a cosmetic product purchase decision (Sanusi Othman et al 2022).…”