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Woman Shoppers: Consumer Buying Perception towards Local Cosmetic
Product among Universiti Malaysia Terengganu Students
Nursyahirah Badrol Hisham
Supervisor: Dr. Noor Fadhiha Mokhtar
Dr. Zuha Rosufila Abu Hasan
Bachelor of Management (Marketing)
School of Business and Maritime Management
The purpose of this research is to examine the factors influencing woman shoppers
buying perception particularly University students towards local cosmetic product. This
study highlights four factors that influence women shoppers buying perception which are
brand image, quality, price and promotion in establishing favourable perception in the
consumer mind and ultimately to know the consumer perception and views about the
local cosmetic products. This study applied quantitative study through self- administered
questionnaire which is 364 questionnaire were distributed among female students in
Universiti Malaysia Terengganu. Stratified sampling has been applied in this study as
sampling technique and the data were analysed using descriptive, reliability and
regression analysis method. The result of the study found that brand image, quality, price
and promotion have positive influence towards local cosmetic products. Lastly,
recommendation and implications of finding have been discussed based on the finding.
Keywords: Women shoppers, Buying perception, Local cosmetic, Brand image, Quality,
Price, Promotion.
1552 | UMT UNDERGRADUATE RESEARCH DAY 2018