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

Analyzing Customer Satisfaction: Consumer Behavior

towards the Selection of Beauty Products in
Klang Valley
NZ. Nizam1, N. Mansor2, and SH. Supaat3

Universiti Teknikal Malaysia Melaka, Faculty of Technology Management and Technopreneurship

zarirah@utem.edu.my

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
marketplace 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
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.
Keywords—Rbeauty products; consumer
behaviour; motivation; korean wave influences;
technology
I. INTRODUCTION

T
on customer retention. The main purpose of this
HE Beauty industry is The beauty industry
study is to define the factors that can influence
is experienced expansion in worldwide
consumer behaviour towards the selection of
throughout the years. In 2017, the global beauty
beauty products. Some of the factors consist of
products were estimated to be worth USD 532.43
social factor, personal factor, psychological factor,
billion and it is anticipated to attain a market
technological factor and Korean Wave influence.
value of USD 805.61 billion in 2023, recording a
Besides that, this study also aimed to determine
compound annual growth rate (CAGR) of 7.14%
the satisfaction level of the beauty customers. The
during the forecast period of 2018-2023 [1]. The
outcomes of this study would be beneficial to the
speedy development of the beauty industry in
marketers to identify the exact factors that can
Asia has grabbed everyone’s attention in these
influence the Malaysian’s consumer behaviours
few years. Asia is expected to contain 80% of
towards the beauty products. A descriptive
global cosmetic sales by 2019 and China will be
research study was adopted in this research study
constituted 75% of Asia’s growth. The beauty
to analyse research objectives. The respondents
industry in Asia has always been praised by
were chosen based on two sampling techniques
the media because it can launch the innovative
which are convenient sampling and purposive or
beauty products which consist of the exotic
judgemental sampling. The questionnaire will be
ingredients and unique selling proposition to
used to collect data from the respondents to achieve
attract global customers [2].
the research objectives and 213 questionnaires
In Malaysia, the beauty and health
also distributed among the beauty consumers in
industry are growing very rapidly. Malaysians
Klang Valley. Based on the results, the four factors
are expected to spend about RM9.61 billion
yearly on cosmetics and toiletries products and
Article history: Manuscript received 22 August 2019; received in the local health supplement market is expected
revised form 12 September 2019; Accepted 23 September 2019.

ISSN: 2590-3551 eISSN: 2600-8122 Vol. 3 No. 2 October 2019 55

International Journal of Human and Technology Interaction
to exceed RM26 billion by 2019 [3]. According to
International Trade Administration, Malaysia's
total cosmetics and toiletries trade in 2015
amounted to US$ 2.24 billion and this demand
mostly met by imports [4].
Nowadays, there are various brands
available on the market with several types of
beauty products and customers have more choice
of the right beauty products. So, marketers need
to understand consumer behaviour because this
can help them to reach their target segment.
Consumer behaviour enables the marketers to
know how the consumers select, buy and utilize
the products [5]. Marketers can meet the needs
to the extent that they realize the customers
who are going to use the products and services
they are going to offer. Marketers should
include consumer knowledge in every facet of
the successful marketing plan, as marketing
strategy success depends on consumer response
[5].
The business marketers also require
focusing on customer satisfaction because the
companies or firms can have a great competitive
advantage if they get a high score in customer
satisfaction. Customer satisfaction is the overall
attitude of a customer towards a service or
product after it has been bought or used.
Customers are satisfied and be more likely to
repurchase if the performance of the products
exceed or same with the expectations, while the
customers are dissatisfied when the performance
lower than expectations [6]. Accomplishing
customer satisfaction is the main objective of the
companies or firms because the businesses can
be profitable if they can retain their customers.
Customer satisfaction is extremely based on
the customer value concept, so the companies
or firms need to deliver the value to their
customers by broadening the product attributes
and satisfying the other customer needs [6].
The growing demand for beauty products
has, in turn, led to the growth of the beauty
markets across the world. The marketers merely
analyze the consumer behaviour is insufficient
and understanding why people act in a
particular manner is pivotal [7]. This is because
the consumers of dissimilar products possess
distinct traits, so it is important to comprehend
56 ISSN: 2590-3551 eISSN: 2600-8122
the consumers’ desires and needs in different
market segments by taking the related product
into consideration. The companies will face a
great loss if they are the failure to comprehend
their consumers’ behaviour and inappropriate
resource allocation and coordination [8].
Due with the more dynamic and stable
involvement of male and female consumers
who started to use the beauty products more
frequently, the beauty industry becomes
prominent in the worldwide marketplace [9,
10]. Moreover, one of the reasons that make
the increased access of male consumers to
beauty products is because the male consumers
think that the beauty products can solve their
problems which is related with skin care health
[11].
Moreover, customer satisfaction is the
critical issues to the companies or firms because
it can have the influences on customer retention,
so the marketers should strive to satisfy their
customers. According to Cengiz, customer
satisfaction and measurement issues play
important roles to pledge and keep a competitive
advantage [12]. The most frequently collected
indicator of market perceptions is the data that
collected from customer satisfaction survey.
The data deliver a message about the positive
customer experience with the firms’ products or
services. The firm’s potential to provide good
satisfaction is important for their products or
services differentiation and to build a strong
relationship with customers [13]. Furthermore,
there was a lack of researches that are related
to Malaysian consumers towards the selection
of beauty products. Although there are several
researchers have conducted this research, but
the result they obtained is inconsistent and it is
different from country to country. A research
study to identify the factors that can influence
consumers in deciding to buy beauty products
is essential.
Thus, through this research study,
marketers can identify and assess the specific
factors that can affect Malaysian consumer
behavior and customer satisfaction with
beauty products. This study provides a deep
comprehension of the purchasing patterns of
Malaysian consumers in beauty products.
Vol. 3 No. 2 October 2019
 Moreover, customer satisfaction is the critical issues to the Marital Status Single 134 62.9
companies or firms because it can have the influences on Married 79 37.1
customer retention, so the marketers should strive to satisfy Monthly Less than
AnalyzingAccording
their customers. CustomertoSatisfaction: Consumer
Cengiz, customer Behavior towards
satisfaction Incomethe Selection of Beauty Products in Klang 23.0
RM2,000
49 Valley
and measurement issues play important roles to pledge and RM2,000-
72 33.8
keep a competitive advantage [12]. The most frequently RM4,000
collected indicator of market perceptions is the data
Due with the growing interest or preference 34 respondents or 16.0%. The minoritythat RM4,001- of
57 26.8the
collected from customer satisfaction survey. The data deliver a RM6,000
amongmessage the about the consumers
positive customer andexperience with the respondents rated
marketers More verythanunsatisfied, with only 1
to provide respondent that represent 35 16.4
regarding
firms’ productswithorthe issues
services. Theoffirm’s
beauty products,
potential RM6,000 0.5%.
good satisfaction is important for their products or services
anddifferentiation
yet limited research has been conducted
and to build a strong relationship with
Respondents who rated satisfied with the
No respondents rated unsatisfied with the value of beauty
on customers
evaluating the consumer
[13]. Furthermore, there wasbehaviour that purchase
a lack of researches products. The experience
highest number of the beauty products
of respondents who rated
that are related
associated withto Malaysian
beauty consumers
industry, towards
the the selection are
present the majority,
satisfied were 139 respondentswith 131 or respondents
65.3%. This was (61.5%). followed
of beauty products. Although there are several researchers by the rating very satisfied, with about 39 respondents or
studyhave wasconducteddesigned to contribute
this research, but the result the deeperis There
they obtained 18.3% was and for a higher
rating neutral number was 34 ofrespondents
respondents who
or 16.0%.
knowledge
inconsistent and on it addressing
is different fromthis country issue. ThisA rated
to country. very satisfied
The minority if compared
of the respondents rated very with the number
unsatisfied, with
research study to identify the factors that can influence only 1 respondent that represent 0.5%.
study also intended to provide some useful of respondents who rated neutral. About 42
consumers in deciding to buy beauty products is essential. Respondents who rated satisfied with the purchase
implications
Thus, through to the relatedstudy,
this research agencies
marketers can identify respondents
or persons experience of the(19.7%) beauty productswho are rated very satisfied
the majority, with 131
who andwantassesstothe startspecific factors that
the beauty can affect
products Malaysian and
business 39 respondents
respondents (61.5%). There (18.3%)
was a rated higher neutral.
number of In
consumer behavior and customer satisfaction with beauty respondents who rated very satisfied if compared with the
or expand
products. the Thisexisting
study providesbeauty a deepproducts business.
comprehension of the addition,
number of only 1 respondent
respondents who rated(0.5%) neutral.rated Aboutvery 42
purchasing patterns of Malaysian consumers in beauty unsatisfied respondents (19.7%) and there who are ratednovery respondents
satisfied andrated 39
products. respondents (18.3%) rated neutral. In addition, only 1
II.
Due RESULT
with the growing AND or preference among the unsatisfied
interestFINDINGS with the purchase experience of the
respondent (0.5%) rated very unsatisfied and there are no
consumers and marketers regarding with the issues of beauty beauty respondents products.
rated unsatisfied with the purchase experience of
Table I shows demographic of respondents based
products, and yet limited research has been conducted on the beauty products.
on evaluating
gender,therace, consumer marital
behaviour status and monthly
that associated with beauty TABLE II. REUSE/REPURCHASE INTENTION OF
industry,The the present studyofwas designed to contribute TABLE II. REUSE/REPURCHASE INTENTION OF BEAUTY PRODUCTS
income.
raction (IJHaTI), Vol 3 Noknowledge
majority
2, October on 2019
the respondents, 142the BEAUTY PRODUCTS
deeper addressing this issue. This study also
respondents
intended to provideor 66.7%, were implications
some useful satisfied towith the
the related Category Frequency Percent
Definitely not 0 0.0
satisfying overall quality
agencies or II. R ofESULT
persons theAND
who beauty
want to
FINDINGS products, which
start the beauty products
business or expand the existing beauty products business. Probably not 0 0.0
isTable
followed by the respondents
I shows demographic of respondents whobasedwere very
on gender, Might or might not 28 13.1
urn, led to race, marital status and monthly income. The majority of the International Journal of Human and Technology Interaction (IJHaTI), Vol
satisfied with the beauty products, with 41 Probably 85 39.9
orld. The respondents, 142 respondents or 66.7%, were satisfied with the Definitely 100 46.9
respondents or 19.2%. Respondents who rated
aviour is overall Total 213 100.0 0.237). T
quality of the beauty products, which is followed by the
neutral are
particular respondents who considered
were very satisfied a minority, withproducts,
with the beauty only 30 2
equation
umers of with 41 respondents or 19.2%. Respondents who rated neutral ISSN: 2590-3551
respondents or 14.1%. Furthermore, there are or Itpurchase
is evident from Table II that many respondents were using social fa
It is again evident from Table II that many
portant to are considered a minority, with only 30 respondents or 14.1%. the beauty products that they currently use, behaviou
no respondents
different Furthermore, who rated very unsatisfied and respondents
there are no respondents who rated very with 46.9% orwere 100 using or purchase
respondents. This is followed again the by beauty c
unsatisfied.
duct into unsatisfied respondents
beauty who
products were probably
that theyreuse or repurchase
currently the beauty
use, with significa
and unsatisfied.
f they are products, with 85 respondents that represent 39.9%. About 28 consume
viour and
46.9%
respondents or that
100represent
respondents.
13.1% were might This orismight followed
not use interprete
TABLE I. DESCRIPTIVE ANALYSIS
TABLE I. DESCRIPTIVE ANALYSIS by
or respondents
purchase again the who
beauty were
products probably
and there are reuse
none of bring ab
]. International Journal of Human and Technology Interaction (IJHaTI), Vol
nt of male Demographic Category Frequency Percent the respondents who not and probably not to use or purchase towards
Profiles or
again
repurchase
the beauty
the
products
beauty
that they
products,
currently use.
with 85
y products consume
nent in the Gender Male 39.9 39.9 respondents
Total that represent 213 39.9%. About 100.0 28 0.237). T
T ABLE III. THE CORRELATION BETWEEN INDEPENDENT VARIABLES
he reasons Female 60.1 60.1 respondents that represent
AND DEPENDENT 13.1% were might equation
VARIABLE
TA
Race Malay 101 47.4 It is evident from Table II that many respondents were using social fa
to beauty oror might not use or purchase again
purchase again the beauty products that they currently use, behaviouthe beauty
he beauty Chinese 92 43.2 1 2 3 4 5 6
with
products 46.9%and or there
100 respondents.
are none of Thistheisrespondents
followed by beauty (Constc
with skin Indian 17 8.0 1. Social
respondents
Factor who were
1 probably reuse or repurchase the beauty significa
Socia
Others 3 1.4 who
products,not and probably not to use
2. Personal with 85 respondents that represent 39.9%. About 28
or purchase consume
Marital Status Single 134 62.9 Perso
ues to the again
respondents the that
Factor beauty
.824** products
represent 113.1% were thatmight they currently
or might not use interpret
Facto
uences on Married 79 37.1 3. Psychological
or purchase again the beauty products and there are none of bring ab
to satisfy Monthly Less than use. Factor .791** .820** 1
the respondents who not and probably not to use or purchase towards
Psych
49 23.0 4. Technological Facto
atisfaction Income RM2,000 againFactor
the beauty products that they currently use. consume
.698** .709** .717** 1 Techn
edge and RM2,000- TABLE III. THE CORRELATION BETWEEN
72 33.8 5. Korean Wave Facto
frequently RM4,000 TABLE INDEPENDENT
Influence .733**VARIABLES
III. THE CORRELATION BETWEENAND
.706** .707** DEPENDENT
INDEPENDENT VARIABLES
.723** 1 TA
AND DEPENDENT VARIABLE Korea
data that RM4,001- 6. Consumer VARIABLE
57 26.8 Influe
a deliver a RM6,000 Behaviour .799** .806** .795** .692** .722** 1
1 2 3 4 5 6
with the More than 1. Social (Const
Ana
o provide 35 16.4 Table III displays the correlation between the independent Socia
RM6,000 Factor 1 Wave in
r services variables
2. Personal which are social factor, personal factor, Persoo
impact
hip with psychological factor, technological factor and Korean Wave
Factor .824** 1 Facto
No respondents rated unsatisfied with the value of beauty 3. Psychological 0.014, B
influence with the dependent variable which is consumer

esearches products. No Therespondents
highest number ratedof unsatisfied
respondents who withrated
the Factor .791** .820** 1 unitPsych
incre
behaviour towards the selection of beauty products in Klang Facto
selection satisfied
value were 139 respondents
of beauty products. or 65.3%. This was number
The highest followed 4. Technological increased
Valley. All the five independent variables correlate positively Techn
esearchers by the rating very satisfied, with about 39 respondents or Factor .698** .709** .717** 1 beauty p
of respondents who rated with the dependent variable. Social factor had a significant
btained is 18.3% and for rating neutral was 34 satisfied
respondents wereor 16.0%.139 5. Korean Wave
relationship with consumer behaviour (r = 0.799, p < 0.01).
Facto
Influence .733** .706** .707** .723** 1 Korea
untry. A The respondents
minority of theor 65.3%. rated
respondents This verywas followed
unsatisfied, with The positive Pearson correlation coefficient of 0.799 shows
6. Consumer
influence only 1 respondent that represent 0.5%. Influe
by the rating very satisfied, with about 39 that there is a positive correlation between social factor and
Behaviour .799** .806** .795** .692** .722** 1
ntial. Respondents who rated satisfied with the purchase consumer behaviour. Besides, positive correlation value As a co
respondents
n identify experience of the or 18.3%
beauty and are
products forthe rating neutral
majority, was
with 131 Table III displays
demonstrates that the the correlation
relationship between
between the independent
personal factor and chapter.
Ana
Malaysian respondents (61.5%). There was a higher number of Wave in
variables behaviour
consumer which are social While
is positive. factor, correlation
personal between
factor, number
th beauty respondents who rated very satisfied if compared with the impact o
psychological factor, factor and technological
consumer factorbehaviourand Korean Wave began w
is significant
0.014, B
on of the number of respondents ISSN: 2590-3551
who rated neutral.eISSN: 2600-8122
About 42 Vol.the3 Pearson
influence
with No. 2the
with October
dependent
correlation 2019
variablevalue
coefficient which and it is57 normality
is consumer
of 0.795 unit incr
n beauty respondents (19.7%) who rated very satisfied and 39 behaviour towards
significant at p < the 0.01.selection of beauty
The positive value products
of the inPearson
Klang strength
increased
respondents (18.3%) rated neutral. In addition, only 1 Valley.
correlation All the five
coefficient independent
indicates variables
that the correlate
relationship positively
between variable
beauty p
 International Journal of Human and Technology Interaction (IJHaTI), Vol 3 No 2, October 2019

International Journal of Human and Technology Interaction

Total 213 100.0 0.237). The constant is held at 0.416. According to the above
equation, it can be interpreted as every single unit increase in
It is evident from Table II that many respondents were using social factor will contribute 0.237 units increased in consumer
or purchase
Table againIII displays
the beauty the correlation
products between
that they currently 0.000, Btowards
use,
behaviour = 0.267). It can of
the selection bebeauty
interpreted as every
products among the
with 46.9% or 100 respondents. This is followed by beauty
therespondents
independent variables which are social
who were probably reuse or repurchase the beauty
singleconsumers in Klang Valley.
unit increase Personal factors
in personal factor havewill
a
significant positive impact on the behaviourr of beauty
factor,
products,personal factor, that
with 85 respondents psychological
represent 39.9%. About factor, bring
28 about 0.267 units increased in
consumers (t = 3.613, p = 0.000, B = 0.267). It can be consumer
respondents that represent
technological factor13.1% and were mightKorean or mightWavenot use
behaviour
interpreted towards
as every single unitthe selection
increase in personaloffactor
beauty
will
or purchase again the beauty products and there are none of bring about 0.267 units increased in consumer behaviour
influence
the respondentswithwhothe not dependent
and probably notvariableto use or which products
purchase among the beauty consumers
towards the selection of beauty products among the beauty in Klang
is again
consumer
the beautybehaviour
products that they towards
currently the use. selection Valley. in Klang Valley.
consumers
of TABLE
beauty
III. THE products
CORRELATIONin Klang
BETWEEN Valley. VARIABLES
INDEPENDENT All the
TABLE IV. SUMMARY OF REGRESSION COEFFICIENTS
TABLE IV. SUMMARY OF REGRESSION COEFFICIENTS
five independent variables correlate positively
AND DEPENDENT VARIABLE
B t Sig.
with the dependent 1 2 variable.3 4Social 5 factor6
1. Social (Constant) .416 2.687 .008
had a significant
Factor 1
relationship with consumer Social Factor .237 3.545 .000
2. Personal (r = 0.799, p < 0.01). The positive
behaviour Personal .267 3.613 .000
Factor .824** 1 Factor
Pearson correlation coefficient of 0.799 shows
3. Psychological
Psychological .231 3.543 .000
that there
Factor
4. Technological
is a.791** positive
.820**
correlation
1
between Factor
socialFactor
factor and consumer
.698** .709** behaviour.
.717** 1 Besides, Technological .049 .957 .340
5. Korean Wave Factor
positive correlation
Influence .733** value .707**
.706** demonstrates
.723** 1 that Korean Wave .124 2.466 .014
the6. Consumer
relationship between personal factor Influence
Behaviour .799** .806** .795** .692** .722** 1
and consumer behaviour is positive. While
Analysis from the table above also shows that Korean
correlation between
Table III displays psychological
the correlation between the factor and Wave
independent
Analysis
influence has from the to
been found table
have above alsopositive
a significant shows
variables which are social factor, personal factor,
consumer
psychologicalbehaviour is significant
factor, technological with Wave
factor and Korean the impact on the behaviour of beauty consumers (t = 2.466, p =
that Korean Wave influence has been found
0.014, B = 0.124). Hence, it can be explained as every single
Pearson
influence correlation
with the dependent coefficient
variable value
which isofconsumer
0.795 unitto increase
have ain Korean
significant positive
Wave influence impact
will lead to 0.124 onunits
the
andbehaviour towards the at
it is significant selection
p < 0.01.of beauty products invalue
The positive Klang
increased
behaviour in consumer
of beauty behaviour towards the
consumers (t selection
= 2.466, of p
Valley. All the five independent variables correlate positively
of with
the the Pearson beauty products among the beauty consumers in Klang Valley.
dependentcorrelation
variable. Social coefficient
factor had aindicates
significant = 0.014, B = 0.124). Hence, it can be explained
that the relationship between psychological as every single III.
relationship with consumer behaviour (r = 0.799, p < 0.01).
unitCONCLUSION
increase in Korean Wave
The positive Pearson correlation coefficient of 0.799 shows
factor andis aconsumer
that there behaviour
positive correlation between is positively
social factor and influence will lead to 0.124 units increased in
correlated. There is aBesides,
consumer behaviour. strong positive relationship
positive correlation value As a conclusion, the data analysis was presented in this
consumer behaviour towards the selection of
demonstrates that the relationship between personal factor and chapter. For analyzing the different types of data collected, a
between the technological factor and consumer number
consumer behaviour is positive. While correlation between beautyofproducts amongwere
analysis techniques theemployed.
beauty The consumers
chapter
behaviour
psychological as factor
the correlation
and consumercoefficient
behaviour is showed
significant began with the
in Klang descriptive analysis and then followed by the
Valley.
with the Pearson
a positive value correlation
(r = 0.692,coefficient value ofThis
p < 0.01). and it is normality test and reliability analysis. To determine the
0.795 result
significant at p < 0.01. The positive value of the Pearson strength of the co-association between the independent
shows thatcoefficient
correlation the stronger indicatesthethatperception
the relationship towards
between variable and dependent variable, Pearson correlation analysis
thepsychological
technological factor and factor, the behaviour
consumer more positiveis positively
III. CONCLUSION
is was employed in this study. All five independent variables are
correlated. There is a strong positive relationship between the correlated As a conclusion, the data
positively with analysisvariable.
the dependent was presented
Multiple
consumer behaviour. Finally, Korean Wave
technological factor and consumer behaviour as the correlation regression in this analysis
chapter.also conducted in this study in order to find
For analyzing the different
influence
coefficienthad showed reported
a positiveavalue
significant
(r = 0.692,relationship
p < 0.01). This out which variable is the most significant and can act as the
resultconsumer
shows that behaviour
the stronger the types
the best of data
predictor collected,
to predict a number
the outcome. According tooftheanalysis
results,
with (r =perception
0.722, ptowards
< 0.01).
technological factor, the more positive is consumer behaviour. only techniques
four independentwere employed.
variables Theon consumer
have significance chapter
The positive Pearson correlation coefficient
Finally, Korean Wave influence had reported a significant behaviour towards the selection of beauty products in Klang
began with the descriptive analysis and then
value of 0.722
relationship withhad shown
consumer a positive
behaviour correlation
(r = 0.722, p < 0.01). Valley. Furthermore, the majority of the beauty consumers in
The positive Pearson correlation coefficient value of 0.722 had Klang followed
Valley by werethe normality
satisfied test products
with the beauty and reliability
that they
between Korean Wave influence and consumer
shown a positive correlation between Korean Wave influence purchase or use.
analysis. To determine the strength of the co-
behaviour
and consumer and the correlation
behaviour strength
and the correlation is strong.
strength is strong.
association between the independent variable
Based on the Table IV, social
Based on the Table IV, social factor has a positive factor has REFERENCES
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58 ISSN: 2590-3551 eISSN: 2600-8122 Vol. 3 No. 2 October 2019

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

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