A study on women`s preference towards imported cosmetics over local products in Kota Kinabalu, Sabah / Sainah Saidin

This paper focuses on the women consumers' preference towards the
usage of imported cosmetics products over the usage of local cosmetics in
Kota Kinabalu. A self-administered questionnaire was designed as an
instrument to gather information from the staff and employees of seven
departments under the Ministry of Human Resources in Kota Kinabalu. A
survey was conducted and 210 staff responded to the questionnaire.
Reliability test, descriptive statistics and regression analyses were used to
analyze the data collected. The results indicated that most respondents
preferred imported cosmetics products due to their quality, brand image,
product knowledge and halal have strong significant relationships towards
the usage of the products. There were respondents who were aware of
the halal cosmetics and personal care products in Malaysia. The results
also showed that there were significant differences among the
respondents' race and awareness towards imported and halal cosmetics
and personal care products. This study provides the cosmetics industries
with a greater understanding of the consumer behaviour relating to wellknown
imported cosmetics and local halal cosmetics and personal care
products. This will help them to produce cosmetics products which can
satisfy consumers' needs and wants and at the same time increase their
profit and corporate social responsibility.