Factors influencing the purchasing decision of Giffarine's products among customers in Malaysia / Asmida Ibrahim

This study aims to explore the factors influencing the purchasing decision of Giffarine's products among customers in Malaysia. This study also will help the Giffarine in order to identify which factors that most influencing their customers in purchasing their products. This study applies the data collections by using exploratory factors analysis on a sample of 100 consumers and condenses a set of 30 attributes into a list of four comprehensible factors influencing the purchasing decision of Giffarine's products among customers in Malaysia. Theoretical framework was used to test the hypotheses. The paper aims to fill up the significant gap in the literature on purchasing decision for Giffarine's products their customers. This study remains one of few research work designed to address different factors influencing the purchasing decision for Giffarine's products in the context of developing countries such as Malaysia. Yet, it would serve as a roadmap for Giffarine Company to understand the factors impacting on purchasing decision of their cosmetics and beauty care products in similar contexts.