Consumer Behavior Of Cosmetics Among

ALAM

Students in UITM PUNCAK

1.0 Introduction
This section highlight on the background of study, problem statement
,objectives of the study , research questions, scope of the study and
significant of the study
1.1 Background of the study
Cosmetics, also known as make-up, are care substances used to
enhance the appearance or odor of the human body. They are generally
mixtures of chemical compounds, some being derived from natural sources
(such as coconut oil) and some being synthetics.
Ancient Sumerian men and women were possibly the first to invent and
wear lipstick, about 5,000 years ago.They crushed gemstones and used them
to decorate their faces, mainly on the lips and around the eyes.Also around
3000 BC to 1500 BC, women in the ancient Indus Valley Civilization applied
red tinted lipstick to their lips for face decoration. Those acient have used
Kohl as a protective of the eye kohl ,Castor oil used by ancient Egypt as a
protective balm and skin creams made of beeswax, olive oil, and rosewater,
described by Romans.
The cosmetic products in Malaysia have seen to have a rapid growth
over last couple decades.The range of cosmetic product has increased and
widened rapidly. Cosmetic products are very important to in every womans
life. Especially for young and middle aged woman.It is estimated that
Malaysian have spent RM 1.6 million annually for cosmetic consumption(The
Malaysia Times, 2014)
Malaysian now having a chance to a better standard living which was
obtained through improved technology, better education ,dvancement in
science and technology (Sabharma, et. Al. 2014). Women nowadays
especially students are seen to be more active and moving ahead. Thus,
they are more concerned on their looks and appearance, making them
willing to spend on cosmetics.Cosmetics not only can change people on
physical appearance but also increased confidence and assurance facing
their every days life.
Page 1

Consumer behaviour is the study of individuals, groups, or

organizations and the processes they use to select, secure, use, and dispose
of products, services, experiences, or ideas to satisfy needs and the impacts
that these processes have on the consumer and society.The customers
purchase decision are based on various factor such as social, cultural,
demographic , personal and economic.This is an important to conduct an
effective marketing where the markerter should know the basis of decision
taken by customers. Mainly among the students regarding their buying
behavior on cosmetic products sold in market.
1.2

Problem Statement

Many studies have been made in order to identify and understand on the
consumer behaviors. They are many aspects that influence the buying decision
among the consumers towards cosmetic products. According to Kamaruddin and
Abdul Razak(2009) there are three factprs influenced buying behavior . There are
perfectionistic, confused by over choice and impulsive purchase .Which they are
incompetence in handling product information causing information overload and
confusing.

1.3 Objective of the study

a. To determine factors influenced consumption of students on cosmetic product.
b. To study the level of consumer satisfaction towards cosmetic products
c. To study the knowledge of students on cosmetic products ingredients.

1.4 Research question

a. What are the factors influenced consumption of students on cosmetic product?
b. What are the level of consumer satisfaction towards cosmetic products ?
c. Are the students hane the knowledge on cosmetic products ingredients?

1.5 Scope of study

1.6 Significant of study

Page 2

Questionare
Part I : PersonaL Data

1) Name:
2) Age (years)
18-20

21-23

24 and above

3) Faculty
Faculty Architecture, Planning and Surveying
Faculty of Art and Design
Faculty of Business Management
Faculty of Health Science
Faculty of Hotel and Tourism Management
Faculty of Pharmacy
4) Monthly Income
< 1000

Part 2

> 1000

: Consumption Habit

5) What kind of products you use .

Page 3

Herbal cosmetic
Any product(unisex)
I do not know
6) What image(s) do cosmetic users project to you ?
Stylish
skin problems

Confident

Look better

Solve

Any other Answer ______________________________

7) Which products do you use ? ( you may choose more than one answer)
Moisturizer
Face Wash

Toner

Mask
Anti pimples product

Night Cream

Lipstick

Blusher/mascara

Scrub
8) Since how long you have been using these products
< 1 year

1-3 years

Above 3 years

9) How much you spend on such product monthly

Below RM 100
RM 500

RM 100 200

<RM 500

Above

10 ) What influenced you to buy these producs?

Price

Ingredients

Packaging

Brand/ Brand Ambassador

Social Media

Relatives

Advertising/ promotions
Each of the items listed below to identify on respondents consumption
behavior . How important do you consider each of the following in your
purchasing decision making?
1 (low)
Not Important

2
3
Somewhat
Moderate
Important
Important
Please circle to indicate the level of importance
11) Reason for using cosmetic products
Page 4

4
Very Important

5( high)
Extremly
Important

For
5
For
5
For
5
For
5
For
5

medical reason

1 2 3 4

personal hygiene

1 2 3 4

solving skin problem

1 2 3 4

attractiveness

1 2 3 4

self esteem or confident

1 2 3 4

12 ) Do you know the real ingredients in your cosmetic products ?

Yes, I know well
No, I do not much knowledge on it

Thank you for you cooperation

Page 5