Purchasing Cosmetic Products: A Preliminary Perspective of Gen-Y

Uchenna Cyril Eze, Chew-Beng Tan, Adelene Li-Yen Yeo

Abstract


The cosmetics industry in Malaysia is growing rapidly at an annual rate of 13%. This is because of the increasing number of working women, increased urbanization, and the increasing self-awareness due to education. This industry is expected to grow steadily in the future due to the great demand for premium products. The research objective of this paper is to examine the influence of brand image, product knowledge, product quality, and price promotion on consumers’ purchase intention for cosmetic products. We used a survey questionnaire to collect 204 valid responses from Generation-Y female consumers in Malacca, Malaysia. Data collected were analyzed using multiple linear regression. The findings revealed that product image, product knowledge, and brand image emerged with a significant influence on intention to purchase cosmetics. However, price promotion was not significant. Finally, research and practice implications were outlined including areas for future research.

Keywords: Brand Image, Product Knowledge, Product Quality, Price Promotion, Consumers’ Purchase Intention, Malaysia

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DOI: http://dx.doi.org/10.7903/cmr.10149

Contemporary Management Research / CMR / ISSN 1813-5498