Understanding purchase intention of university students towards skin care products
Abstract
Purpose The purpose of this paper is to examine the factors which will contribute to consumers’ purchase intention on skin care products. Four factors, namely, brand awareness, brand association, perceived quality and brand loyalty, were included in this study. Design/methodology/approach In total, 150 sets of self-administered questionnaires were distributed to students in a local private university in Melaka. Convenience sampling was used and...
Paper Details
Title
Understanding purchase intention of university students towards skin care products
Published Date
Dec 9, 2019
Journal
Volume
3
Issue
3
Pages
161 - 178
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