Analyzing Customer Satisfaction: Consumer Behavior towards the Selection of Beauty Products in Klang Valley

Abstract

In Malaysia, the beauty and health industry is growing very rapidly. Malaysians are expected to spend about RM9.61 billion yearly on cosmetics and toiletries products by 2019. Beauty industry becomes prominent in the worldwide market place because of the dynamic involvement of male and female consumers who started to use beauty products more frequently. The patterns of consumer behaviours are always varying, so the marketers require to identify the users’ purchase decision to attract or retain the customers. In addition, customer satisfaction is critical issues to the companies because it can have influences on customer retention. The main purpose of this study is to define the factors that can influence consumer behaviour towards the selection of beauty products. Some of the factors consist of social factor, personal factor, psychological factor, technological factor and Korean Wave influence. Besides that, this study also aimed to determine the satisfaction level of the beauty customers. The outcomes of this study would be beneficial to the marketers to identify the exact factors that can influence the Malaysian’s consumer behaviours towards the beauty products. A descriptive research study was adopted in this research study to analyse research objectives. The respondents were chosen based on two sampling techniques which are convenient sampling and purposive or judgemental sampling. The questionnaire will be used to collect data from the respondents to achieve the research objectives and 213 questionnaires also distributed among the beauty consumers in Klang Valley. Based on the results, the four factors except technological factors have a significant relationship with consumer behaviour towards the selection of beauty products. Moreover, the personal factor is the most influential factor in beauty consumer behaviour. The study also shows that majority of the respondents were satisfied with the beauty products that they purchased or used.