Articlediamond2020

The Influence of Quality on Consumers’ Purchase Intention between Local and Multinational Cosmetic Firm

20 citations0/0 files storedJournal of International Business and Management

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Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification Consumer Perception and Purchasing Behavior

Abstract

The main aim of the study is to identify the influence of quality in customers’ buying decision toward choosing between local brands and multinational brands. Students from school, college, university have taken as respondents based on stratified cluster sampling technique. Primarily, Stem-and-leaf Test and Q-Q Bloxplot have been directed that determine the normality of study data. Then Sharpio-Wilk Test is used to observe Homogeneity of Variance. Finally, Group Statistics and Levene’s Test of Equality of Variance has been conducted to identify the mean percentage of both local and multinational firm as well as to determine the role of quality in purchase decision making between local and multinational cosmetic firm and interpret the results. The finding from this study is quality as an influential buying behavior helps customer to select multinational firms when they purchase cosmetic product. Moreover, customer avoid buying of local cosmetic products because of quality. Keywords: Quality, Buying Behavior, Local Cosmetic Firm, Multinational Cosmetic Firm

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References

1972Principles of Marketing 2000An Examination of Selected Marketing Mix Elements and Brand Equity 2015The Importance of Trust for Personalized Online Advertising 2012The Impact of Brands on Consumer Purchase Intentions 2012Effectiveness of Marketing Cues on Consumer Perceptions of Quality: The Moderating Roles of Brand Reputation and Third‐Party Information 2001Consumer ethnocentrism, product necessity and Polish consumers’ perceptions of quality 1968The Development of Brand Loyalty: An Experimental Study 2005Exploratory analysis of global cosmetic industry: major players, technology and market trends

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