Key factors affecting customer purchase intention: a study of Korean cosmetic product in Sabah, Malaysia

Bengly, Wan Azalea Safariah (2015) Key factors affecting customer purchase intention: a study of Korean cosmetic product in Sabah, Malaysia. [Student Project] (Unpublished)

Abstract

Korean cosmetics product is one of the biggest emerging market nowadays. People around the world believe that the Korean cosmetics product has a great quality that gives them flawless skin like the Korean celebrity. There are many factors that may influence the purchasing behaviour of the customer in buying their cosmetic products. The biggest factor would be the Marketing Mix that consist Price, Promotion, Products, Packaging and many more. Other factors that may influence the customer purchase intention would be Celebrity figures and the product quality. Therefore, the purpose of this research is to find or narrow down the main factors that influence the purchase intention towards Korean cosmetic products in Kota Kinabalu, Sabah.

Metadata

Item Type:	Student Project
Creators:	Creators Email / ID Num. Bengly, Wan Azalea Safariah 2012330433
Contributors:	Contribution Name Email / ID Num. Advisor Mohd Salleh, Noorziah noorziah@uitm.edu.my Advisor Stephen, Jacqueline Koh Siew Len jacqu807@uitm.edu.my Contributor Ag Damit, Dayang Haryani Diana dayan457@uitm.edu.my
Subjects:	H Social Sciences > HF Commerce > Purchasing. Selling. Sales personnel. Sales executives
Divisions:	Universiti Teknologi MARA, Sabah > Kota Kinabalu Campus > Faculty of Business and Management
Programme:	Bachelor of Business Administration (Hons) Marketing
Keywords:	Purchase Intentions, Price, Quality, Promotions
Date:	2015
URI:	https://ir.uitm.edu.my/id/eprint/139258