Consumer Buying Behaviour Towards Cosmetics and Personal Care Products in Shanghai

CONSUMER BUYING BEHAVIOUR
TOWARDS COSMETICS AND

PERSONAL CARE PRODUCTS IN
SHANGHAI
ABSTRACT
A person's attitude toward making a purchase after considering his or her preferences,
needs, and wants and starting to hunt for products or services that meet those
expectations and requirements is referred to as their "consumer buying behavior."
Consumer buying behavior has been studied in both a global and local perspective.
However, little research has been done on the purchasing habits of Shanghai
consumers for cosmetics and personal care items, therefore this study tries to address
that void. According to this study, the influence of price, brand image and subjective
standards on customer purchasing behavior for cosmetic and personal care items in
Shanghai will be examined. Price, brand image, and subjective standards on consumer
purchasing behavior for cosmetics and personal care items in Shanghai were all
discussed in relation to the Theory of Reasoned Action. Three hypotheses were
established and explored as a result of the literature review. Data from 384 online
questionnaire respondents was evaluated and hypotheses were tested using multiple
regression analysis to investigate the influence of price, brand image, and subjective
standards on consumer purchasing behavior in Shanghai. Consumer purchasing
behavior in Shanghai is positively influenced by brand image and subjective norms,
not by price, according to the hypothesis testing results. This is especially true for
cosmetics and personal care products. In the cosmetics and personal care industry, it
is recommended that marketers and business owners focus on boosting the consumer's
good experience as well as the normative views and expectations that groups or major
referents have on potential and existing customers.
Keywords: Purchase Intention, buying behavior, consumer attitude, price, brand
image.
TABLE OF CONTENTS
Abstract..........................................................................................................................2
Chapter 1: Introduction..................................................................................................6
1.0 Overview..............................................................................................................6
1.1 Background of study............................................................................................6
1.2 Problem Statement...............................................................................................7
1.3 Research Questions..............................................................................................8
1.4 Research Objectives.............................................................................................8
1.5 Significance of Study...........................................................................................9
1.6 Scope of the Study...............................................................................................9
1.7 Operational Definitions........................................................................................9
Chapter 2: Literature Review.......................................................................................10
2.0 Overview............................................................................................................10
2.2 Price....................................................................................................................12
2.3 Brand Image.......................................................................................................14
2.4 Subjective Norms...............................................................................................16
2.5 Theory Applied..................................................................................................17
2.6 Literature Gap....................................................................................................18
2.7 Conceptual Framework and Hypothesis............................................................18
Chapter 3: Research Methodology...............................................................................20
3.0 Overview............................................................................................................20
3.1 Research Design.................................................................................................20
3.2 Sampling Method...............................................................................................21
3.3 Sample Size........................................................................................................21
3.4 Data Analysis.....................................................................................................22
3.5 Ethical Considerations.......................................................................................23
3.6 Conclusion..........................................................................................................23
Chapter 4: Data Analysis.............................................................................................24
4.0 Overview............................................................................................................25
4.1 Socio-demographic............................................................................................25
4.1.1 Employment................................................................................................25
4.1.2 Gender.........................................................................................................26
4.1.3 Education.....................................................................................................26
4.2 Descriptive Analysis (Normality Test)..............................................................26
Overall Descriptive..................................................................................................27
4.3 Reliability Test (Cronbach’s Alpha)..................................................................28
4.3.1 Price.............................................................................................................29
4.3.2 Brand Image................................................................................................30
4.3.3 Subject Norms.............................................................................................31
4.3.4 Purchase Behavior.......................................................................................32
4.4 Factor Analysis (KMO)......................................................................................32
4.4.1 Price.............................................................................................................33
4.4.2 Brand Image................................................................................................34
4.4.3 Subject Norms.............................................................................................34
4.4.4 Purchase Behavior.......................................................................................35
4.6 Correlation Test..................................................................................................36
4.7 Regression Test..................................................................................................37
4.8 Hypothesis Testing.............................................................................................39
4.9 Summary of the Chapter....................................................................................39
CHAPTER 5: DISCUSSION OF RESULTS..............................................................41
5.1 Socio-Demographic Analysis Discussion..........................................................41
5.2 Descriptive Statistics Discussion.......................................................................41
5.3 Cronbach’s Alpha and Kaiser-Meyer-Olkin Test Discussion............................42
5.4 Correlation Analysis Discussion........................................................................42
5.5 Regression Analysis and Hypothesis Testing Discussion..................................43
Chapter 6: Conclusion and Recommendation..............................................................44
Chapter 7: Personal Reflection.....................................................................................46
Introduction..............................................................................................................46
Description...............................................................................................................46
Feelings....................................................................................................................46
Evaluation................................................................................................................47
Analysis....................................................................................................................48
Conclusion................................................................................................................50
References....................................................................................................................51
CHAPTER 1: INTRODUCTION
1.0 Overview
Consumer buying behavior is a person's approach to making a purchase after
carefully considering their preferences, needs, and wants, and then going out
and finding the products or services that meet their needs and expectations. It
will begin with a brief introduction and then move on to a more detailed
explanation of the study's objectives and methodology. In this chapter, three
study aims and three research questions are further elaborated on in terms of
consumer buying behavior. Under the subtopic operational definitions, key
terms and meanings will be provided. It's also being made clear that the
study's significance is being stressed.
1.1 Background of study

Customers' increasing awareness and concern about their appearance has
led to an increase in cosmetics and personal care product use, which has
resulted in a dramatic growth in the beauty business throughout the years
(Anjana, 2018). As a result, those in the beauty industry have an excellent
opportunity to expand and grow their businesses (Hassali, Al-Tamimi and
Dawood et al., 2015).
Figure 1.1 : Cosmetics and personal care products market size (2018) by
region, global (Source: MordorIntelligence, 2020).
as more people place more importance on their looks and body odor, the
market for personal care products such as cosmetics is rising (Anjana, 2018).
Cosmetics and personal care products are used by consumers to enhance
their appearance and well-being without affecting the body's natural functions
(Badarudin, 2018). With the advent of digital technology, the historically
consumer-driven business of cosmetics and personal care goods is now
being challenged by a new set of trends, and as a result, purchasing behavior
has shifted towards online sales (Kestenbaum, 2017). Products for cosmetics
and personal care have evolved from product-based to experience-based
models as customers seek a more immersive experience when purchasing
these items to be integrated into their daily lives and routines (Simpson and
Craig, 2018).
1 Currently, the attitudes towards

using cosmetics are changing
2 among the population. Women
show a great importance on
personal
3 grooming as well as working
women and those with higher
incomes are
4 oen interesting to buy premium
personal care products.
5 Currently, the attitudes towards
using cosmetics are changing
6 among the population. Women
show a great importance on
personal
7 grooming as well as working
women and those with higher
incomes are
8 oen interesting to buy premium
personal care products.
1.2 Problem Statement
When it comes to improving one's physical appearance, the usage of
cosmetics and personal care items has become more and more common as a
daily habit among the general populace (Krishnan, Amira and Atilla et al.,
2017). Beauty and personal care items are expected to expand at a pace of
4% annually, according to The Star (2018), and Badarudin (2018) revealed
that the entire transaction volume in Shanghai for cosmetics and personal
products stood at RM8.9 billion in 2015.
Several types of imported cosmetic products have been developed in

Shanghai that have sparked strong demand and fierce competition between
local and foreign companies, according to Badarudin (2018). For example,
Shanghai imported sun protection products worth $292 million, followed by
109 million dollars worth of cosmetics and personal care products, and
skincare cleansing products worth 104 million dollars. Consequently, it is clear
that there is fierce competition in the cosmetics and personal care market.
The cosmetics business is predicted to grow at a faster rate in the future than
it has in the past, and the growth rate of personal care product expenditure is
expected to increase positively in the years ahead (Hassali et.al., 2015). In
order to be successful, an organization must make an ongoing effort to
understand and study the purchasing habits of its customers. After all,
customers are the most essential stakeholders in any business (Anojan and
Subskaran, 2015).
As a result of the ambiguity in the existing literature about what factors most
influence consumer purchasing decisions and the shifting consumer behavior
that makes it difficult for marketers to identify and understand consumption
patterns, this study is necessary to determine whether the global factors
influencing consumer purchasing decisions can also be extended to
cosmetics and personal care products in To better understand customer
purchasing habits, a number of studies have been undertaken both worldwide
and locally. As a result, this research project attempts to cover this contextual
gap and a better understanding of consumer buying behavior is vital to help
organizations achieve goals and gain competitive advantage to boost
productivity and performance in Shanghai, China, by filling this contextual
gap.
1.3 Research Questions
RQ1: Does price have a significant and positive influence on consumer

buying behaviour towards cosmetics and personal care products in
Shanghai?
RQ2: Does brand image have a significant and positive influence on

consumer buying behaviour towards cosmetics and personal care products in
Shanghai?
RQ3: Does subjective norm have a significant and positive influence on

Shanghai?
1.4 Research Objectives

RO1: To determine whether price has a significant and positive influence on
Shanghai.
RO2: To determine whether brand image has a significant and positive
influence on consumer buying behaviour towards cosmetics and personal
care products in Shanghai.
RO3: To determine whether subjective norms have a significant and positive

influence on consumer buying behaviour towards cosmetics and personal
care products in Shanghai.
1.5 Significance of Study

Investors and marketers in the cosmetics and personal care products industry
can benefit from this study's findings, which offer insights and
recommendations.
For existing entrepreneurs and merchants in the cosmetics and personal care
products business, the findings from this study can help them make informed
decisions about what to watch out for before marketing their products. As a
result of the study, new items can be built with the factors and specific
preferences of consumers in mind, making them more cost-effective for
marketing and manufacturing.
Using the most recent and most up-to-date information gleaned from this
study, researchers can create research models to better understand Shanghai
consumers' purchasing habits for cosmetics and personal care items.
1.6 Scope of the Study

The purpose of this research is to discover what factors influence Shanghai
consumers' purchasing decisions for cosmetics and personal care items.
Consumers who have purchased or used personal care items in the past are
included in this study's scope. The study uses a correlation design to look at
how the pricing of cosmetics and personal care goods in Shanghai relates to
the image of the brand and to subjective standards about customer purchase
behavior.
1.7 Operational Definitions

Key Terms Definitions
Person who buys goods or services for his or her

Consumer personal use but not for business or trading
purposes (Sevanandee and Damar-Ladkoo, 2018).
Decision process of how consumers act in buying

Consumer Buying
a certain product for personal use (Santpal and
Behaviour
Pradeep, 2015).
Beauty care substances used to enhance the
odour and appearance of a human body without
Cosmetics and personal
altering the natural function of one’s body and the
care products
sole purpose is for enhancement to become more
attractive and to beautify (Anjana, 2018).
Price refers to an item of trade, or an arrangement
between two parties that usually indicates as a
Price buyer and a seller, it refers to what the buyer will
give to the seller in order to achieve something
offered (Auf, Meddour and Saoula et al., 2018).
A company name and icon and has an important
Brand Image role to play in creating a positive customer image
(Anjana, 2018).
The degree of excellence of a product which can
satisfy the needs and desires of the consumer in
Quality terms of criteria or features, which can differ from
product to product (Alhedhaif, Lele and Kaifi,
2016).
A person’s belief that an important person or group
of people think that they should perform a specific
Subjective Norms behaviour and they are motivated to perform
according to those people’s views (Hasbullah,
Osman and Abdullah, 2016).
CHAPTER 2: LITERATURE REVIEW
2.0 Overview
Literature from around the world and close to home has been used to study
the phenomenon of consumer purchasing behavior. The independent
variables that influence customer purchasing behavior, such as price, brand
image, and subjective norms, are also examined in this study. Studies on
consumer purchasing behavior for cosmetics and personal care items in
Malaysia are still lacking, despite the fact that there are numerous studies on
consumer purchasing behavior worldwide and locally. As a result, this void in
the existing context must be filled. The grounded Theory of Reasoned Action
was also examined, and this theory is pertinent to this study and can be
applied to the framework. This chapter serves as a visual representation of
the study's conceptual framework. Three hypotheses were established and
explored as a result of the literature review.
2.1 Consumer Buying Behaviour
A consumer's purchasing behavior is defined as the process through which

individuals make purchases for their own use and not for resale (Santpal and
Pradeep, 2015). What, when, and why people buy things for themselves is
referred to as "consumer buying behavior," which is critical to a company's
long-term success since it can help organizations predict future trends (Anute,
2015). As Santpal and Pradeep (2015) stated, organizations need to
understand consumer buying behavior in order to develop their products or
services so that they may better respond to customers' needs or wants in
order to achieve marketing goals.
Because every consumer behaves differently and is unique in their own way,
it is difficult for researchers to accurately predict consumer buying behavior
because it is influenced by individual preferences, needs, and wants, which
are influenced by different attitudes, perceptions and characteristics of
individuals. Because consumers are influenced by their attitude toward a
product or service, marketers and companies must use marketing and
advertising strategies to satisfy the needs and wants of consumers accurately
so that they can innovate or launch new products or services to target the
right type of consumers and improve performance and productivity as their
decisions are influenced by their attitudes toward the product or service
(Rekha and Gokila, 2015).
Consumers' purchasing decisions are also influenced by factors such as the

brand's reputation and the quality of its customer service (Chahal and Kamil,
2017). Anjana (2018) confirmed this, stating that a variety of criteria, including
quality, brand, price, advertising, and packaging, have a significant impact on
customer purchasing decisions. Understanding consumer buying behavior is
important since every person is a consumer, therefore it would be beneficial to
know more about consumer buying behavior in an effort to better understand
consumer buying behavior. The purpose of this research is to find out if
Malaysian consumers' purchasing decisions for cosmetics and personal care
items are influenced by factors such as price, brand image, and subjective
norms. It was shown that environmental elements such as the pricing of
goods or services, advertisements from consumers, and packaging style had
an impact on consumer purchasing behavior and decision-making.
Figure 2.1 : Consumer Purchasing Behaviour Model

(Source: Ratnakumari and Kumar, 2017)
People's preferences and decision-making styles are shaped by their cultural

background, which acts as a kind of blanket for everyone (Katrodia, Naude
and Soni, 2018). Customers come from a variety of cultural backgrounds, thus
it's crucial to understand and value those cultures through products and
services in order to adapt to the needs and preferences of customers from a
variety of cultural backgrounds (Ratnakumari and Kumar, 2017)
2.2 Price
When we talk about price, we're talking about what a buyer is willing to pay a
seller in exchange for something they've offered. Typically, this involves a
buyer and a seller (Auf et al., 2018). Because price is a determinant factor
that has a financial value that is given out as an item of trade in exchange for
something in return, price satisfaction not only influences consumer buying
behavior directly, but it also influences customer loyalty and it is a positive
influence because an increased loyalty can aid to save on marketing
expenditure by preventing customers from switching to other brands, which is
a good thing (Alhedhaif et al., 2016). Many consumers base their purchasing
decisions on the price of a product rather than the quality of the brand itself,
as suggested by the research done by Priyanga and Krishnaveni (2016).
There can be no doubt that price satisfaction is an important component when
it comes to influencing a trade, since price is one of the most changeable
entities within a buyer-seller interaction (Alhedhaif et al., 2016).
the role that consumers play influences how important price is: consumers in
a negative role would consider paying more expensive prices a sacrifice on
their part to get better products or services, whereas consumers in positive
roles would consider paying more expensive prices an investment in better
quality goods or services (Aschemann-Witzel and Zielke, 2017).
In a competitive market, there can only be one price, which is economically

significant, and any company that sells above the average market price may
suffer revenue losses since price is important from a company's point of view
in terms of generating sales, net income, and profitability (Binkley and Chan,
2016; Gazquez-Abad and Martinez-Lopez, 2016).
Consumers' perceptions of the value of a product or service are inextricably

linked to the price at which it is sold (Chander and Raza, 2015). In Gazquez-
Abad and Martinez-Lopez (2016)'s view, the price set by companies greatly
influences consumer buying behavior in such a way that consumers perceive
the degree to which a brand performs and the quality of a product or service
by the price set, whereby a higher price indicates a better quality and brand
and a lower price indicates a lower quality product or service. There is an
apparent correlation between the price of a product or service and its quality,
according to Bishop and Barber (2014), who summarized their findings in their
study. For example, consumers generally believe that a product or service of
low quality is more expensive than one of high quality. According to Norfarah,
Koo, and Siti-Nabiha (2018), different types of customers have varying
perceptions of price, with price conscious customers being more sensitive to
price differences and possibly not accepting highly priced products or services
well.. A study by Gazquez-Abad and Martinez-Lopez (2016) found that price
is the most important factor in determining how consumers perceive and
estimate the value of a product or service.
2.3 Brand Image

In order to distinguish one company's products or services from those of its
competitors and other vendors, the term "brand" can be used in the form of a
name, term, sign, symbol or design (Letchumanan and Sam, 2016). One of
the most significant aspects of a company's success is its ability to
differentiate itself from its competitors by establishing a strong brand identity
(Rodrigues, 2016). When it comes to branding, Rehman and Ishaq (2017)
defined it as the way consumers think about and associate a product or
service and how it is put together in their minds. It is crucial for both
consumers and businesses to be able to distinguish between similar products
and services through the usage of brand names, as people use brand names
to identify specific items or services (Letchumanan and Sam, 2016). An
organization's brand name is more than just a label; it's an identification
symbol that can signify a wide range of concepts and qualities associated with
the product or service it represents. As a result, it's not surprising that
customers have their own unique take on a brand name based on its literal
meaning, its pronunciation, or some other association they have with the
name (Alhedhaif et al., 2016). The findings of a study conducted by Anjana
(2018) support the notion that a company's brand serves as both a
representation of and identity for the business. As a result, a strong brand
may both attract new customers and keep existing ones loyal to the business.
It becomes a standard of quality as soon as the brand is established, which is
hard to erase in the minds of customers and thus brands compete not only in
the physical area but most importantly compete for the brand awareness and
establishment in customers' minds which in turn evolves into brand loyalty.
(Ahuja, 2015).
It is the customer's experience while using the service that determines how
successful a brand connected with it is in product settings, while it is the
product's traits or features that determine the brand's strength in services
(Rehman and Ishaq, 2017). Brands are symbols or identities that are
associated with products or services, and consumers tend to remember and
register brands in their minds in this way. It is therefore imperative for
companies to ensure good consumer experience so as to maintain or to uplift
the brand image as this determines the productivity and performance of a
company. As a result, the perception of a company's brand among consumers
is one of the most important influences on their purchasing decisions, along
with the perception of the company's financial strength (Letchumanan and
Sam, 2016).
Consumer buying behavior is influenced by brand, thus it's important to

businesses since brand serves as a focal point for customer loyalty and
eventually evolves into an asset that results in increased revenue and
productivity for the business (Chakrabothy, 2017). It is impossible to deny the
importance of a company's brand because it is a tool used by companies to
attract consumers in order to gain a competitive advantage and brands that
are successful differ from other competitors in that they have a high degree of
consumer awareness, which leads to consumer loyalty (Letchumanan and
Sam, 2016). In addition, a company's brand serves as a powerful symbol of
the company's marketing orientation and the industry standard it has set
(Rehman and Ishaq, 2017). As a result, customers can save time by not
having to waste it looking up information on a product or service they're
considering, as the brand name itself serves as a shortcut to the data they
need (Letchumanan and Sam, 2016).
According to Saleem, Ghafar, and Ibrahim et al. (2015), the quality of a
product is defined as that which meets or exceeds the needs and
expectations of consumers. To meet the ever-changing demands and
expectations of customers, businesses must constantly improve and innovate
their products and services in order to stay ahead of the competition (Anjana,
2018). For example, the quality of an electronic product is determined by how
well it performs and how safe it is, but the quality of pharmaceutical products
is determined by their efficacy, bioavailability, and chemical properties. The
measure of quality differs from product to product (Alhedhaif et al., 2016).
Because customers have formed a sense of trust in items or services they
believe are of high-quality, Letchumanan and Sam (2016) found that quality
product purchases are more likely than purchases of low-quality products.
When consumers are satisfied with the product or service they purchase, they
are willing to pay the higher price for it, and so price and quality have a direct
impact on consumer purchasing behavior (Anjana, 2018). A luxury brand is an
example of a product that is expected to be of higher quality than a non-luxury
brand, and this confidence in the product's quality reduces consumers' risk
perceptions when they buy it. Yu et al. (2018) used this example to show that
consumers' perceptions of risk can be reduced when they buy a luxury brand
because they are more confident in the product's quality. After utilizing the
product or service, if the quality is high, consumers have a higher likelihood of
purchasing the product or service in the future if the price is lower (Saleem et
al., 2015). A study conducted by Turkyilmaz, Erdem, and Uslu (2015)
indicated that the quality of an online retailer's website has a significant impact
on consumer purchasing behavior, and hence, online merchants who wish to
encourage consumers to purchase should boost their website quality.
2.4 Subjective Norms
Subjective norm, as defined by Ajzen (2011), relates to an individual's belief

that others expect them to perform a particular conduct and their desire to do
so. People are motivated to perform well because they believe that an
influential person or a group of influential people approve of the way they
behave in a particular way and that subjective norms refer to this. This is what
Hasbullah and colleagues (2016) support. A woman's purchase decisions are
heavily influenced by her own self-perception and physical beauty, as she is
more likely than a man to be valued and rated on these qualities (Nikdavoodi,
2013). This means that for marketers, finding out which demographic group is
most likely to resonate with a person's new way of life and thinking is essential
(Simbolon, 2015). Customer behavior is influenced by the subjective norms of
individuals they value while evaluating products before making purchases,
according to O'Connor and White (2010). The likelihood that a customer will
purchase a product increases if they are convinced that others who matter to
them think it is good (Nikdavoodi, 2013).
It was found by Hasbullah et al. that customers felt happier when they were
able to interact socially with merchants while in the shopping and non-retail
elements of their shopping experiences It is possible for women to use social
comparison processes to increase their appearance, and there is a correlation
between their opinions of subjective norms and their purchasing intentions for
cosmetics (Nikdavoodi, 2013). As Ham, Jeger, and Ivkovic put it, "Even if a
person's attitude and subjective norm are highly motivating, they may not be
able to act in a certain way due to circumstances and contextual conditions"
(2015).
2.5 Theory Applied
Using grounded theory as a generic methodology, researchers have studied a range of

industries for many years, including health care and nursing. In 2000, (Cutliffe). In
consumer behavior research, it is one of the most often utilized grounded theory
methodologies (Goulding, 1999,2000,2001,2005). Since it can be used in sociology
and to examine consumer behavior, Pettigrew (2000 ) believes that grounded theory is
the best method for analyzing consumer behavior in the field and generating theories
and descriptions. In order to provide logical explanations for how an organization
operates, scholars have extensively relied on grounded theory (Cassel and Symon,
2004). Consumer behavior theories can be improved or validated by using this
methodology, which opens a door to new hypotheses about what motivates people
(Pettigrew, 2000). The methodical approach to data collecting and analysis might
produce new insights and knowledge when used effectively (Goulding, 2001). An
issue with grounded theory is that the data source and qualitative analysis
methodologies overlap, which can lead to confusion (Goulding,1999). Grounded
theory can be used to study consumer behavior, particularly consumer buying
behavior, despite criticism of its drawbacks (Goulding, 1998).
An individual's intention drives their behavior, and this intention is a result of the
individual's attitude toward behavior and their subjective rules about what constitutes
acceptable conduct (Silverman, Hanrahan and Huang et al., 2016). It was agreed upon
that the theory of rationality (TRA) is acceptable to investigate individual behavioral
intention, for example, Hosseini and Gharghani (2015) concurred. Because actions,
norms, and self-perceived control all influence a person's intentions, a person's
conduct can be anticipated by looking at their intentions (Silverman et al., 2016).
Intentional behavior is more likely when people perceive that others expect them to
engage in the behavior (subjective norm) (Hoewe and Sherrick, 2015). When people
have a positive attitude and a strong sense of self-control, they are more likely to carry
out a desired conduct. An individual's attitude can be defined as the sum of their
primary behavioral beliefs about the outcomes of an activity, after it has been
evaluated and analyzed (Azam and Lubna, 2013).
2.6 Literature Gap
There have been several investigations into the shopping behaviors of

consumers around the world and the elements that affect those purchasing
habits. A wide range of industries, from organic food to automobiles to airlines
to fashion garments have all been the subject of global and local studies.
Research on Indian customers' actual purchase behavior toward organic food
items can be used by companies in the organic food sector as a roadmap for
strengthening the organic food market. There was a strong correlation
between consumer purchasing behavior and these characteristics (such as
health-consciousness, knowledge, subjective norms, and price influence).
Customer purchasing behavior was found to be significantly affected by a
variety of factors by Auf et al. (2018), and these results are crucial for Saudi
Arabia's public transportation system to continue to flourish. According to a
study by Gan (2018) on the quality of airline service and customer satisfaction
in Malaysia, consumers prioritize cost when deciding which airline to fly with,
and this fact has a substantial effect on consumer purchasing behavior within
the airline business. Demographic characteristics such as monthly income,
gender, and peer influence have a substantial impact on Delhins' clothing
shopping behavior, according to Saluja (2016)'s research.
2.7 Conceptual Framework and Hypothesis
Price
Brand Image
Purchase Behavior
Subjective
Norms
Figure 2.2: Conceptual Framework

H1: In Shanghai, customer purchasing behavior for cosmetics and personal
care goods is strongly influenced by price.

care goods is strongly influenced by brand image.

care goods is strongly influenced by brand subjective norms.
CHAPTER 3: RESEARCH METHODOLOGY
3.0 Overview
The research methodology of this study is discussed focusing on data
analysis which will be applied on the data collection method. Questionnaires
will be distributed as it is a quantitative survey. The research design is further
explained with the purpose of study, the type of investigation, extent of
researcher interference, study setting, time horizon, unit of analysis, sampling
design, data collection method, measurement and measures and data
analysis. The questionnaire design was tabulated with the number of items for
each variables and references were cited where questions will be adapted
from.
3.1 Research Design

Data collection and data analysis are explained in detail in a research design
in order to offer a framework for a study's research objectives (Zikmund,
Babin and Carr et al., 2013). The goal of a descriptive study, according to
Bougie and Sekaran (2019), is to characterize the phenomenon under
investigation, while the goal of a research design is considered a correlation
research design. Correlation studies are descriptive studies that investigate
the relationship between independent and dependent variables (Schindler,
2018). In other words, this research uses a quantitative descriptive correlation
design to evaluate the link between price, brand image, and subjective norms
as independent variables, and consumer purchasing behavior for cosmetics
and personal care items in Shanghai as a dependent variable..
Because the researcher distributes questionnaires in the study's natural
context, the study's overall design isn't tampered with in any way (Zikmund et
al., 2013). In addition, the case study's external validity is more reliable in a
non-contrived situation, as was the case in this study (Schindler, 2018).
A cross-sectional study, rather than a longitudinal study, is defined as one in
which data is collected just once from a set number of participants (Saunders,
Lewis and Thornhill, 2016). Depending on the study environment, the primary
element being investigated and analyzed is referred to as the "unit of
analysis" (Zikmund et al., 2013). Individuals who have received
questionnaires from the researcher will be the focus of this study.
3.2 Sampling Method

Sampling is the process of selecting a small number of individuals from a
larger group in order to estimate the frequency of a phenomenon under
investigation (Kumar, 2014). Probability sampling and non-probability
sampling are two types of sampling methods (Saunders et al., 2016). Data
collected through the online distribution of questionnaires will be retrieved
using the non-probability sampling method, which is a convenience sampling
approach. This sampling approach is used to retrieve data collected through
the distribution of questionnaires in an efficient and timely manner while still
maintaining a high response rate (Saunders et al., 2016). By employing this
strategy, we are able to address the most significant drawback of our
research, which is the time constraint.
3.3 Sample Size
An appropriate sample size must be determined prior to the start of a study

since sample size affects feasibility and also has an impact on the power and
validity of the results of a study (Meysamie, Tae and Mohammadi-Vajari et al.,
2014). Figure 3.1 shows how the sample size for this investigation was
calculated using the table created by Krejcie and Morgan (1970). More over
one million Malaysians over the age of 18 are counted by the Department of
Statistics (2020), thus the sample size will be 384, according to Krejcie and
Morgan (1970). At least 250 questionnaires were declared statistically valid
and significant by Hair et al. (2018) according to their findings.
Figure 3.1: Sample size for a population Source: Krejcie and Morgan (1970)
3.4 Data Analysis
In preliminary test, the value for KMO and Bartlett’s Test of Sphericity value
should be higher than 0.6, and the acceptable of Measures of Sample
Adequacy (MSA) should be significant (p < 0.05) (Hair et al., 2018). According
to Schindler (2018), the number of Eigenvalue which is greater than 1 must be
the same with the number of independent variables in the research. During
the preliminary test, if the number of factors with Eigenvalues greater than 1 is
more than the number of independent variables in the study, it may be
because the dependent variable is included in the test, as the dependent
variable needs to be excluded from the test (Kumar, 2014). If the independent
variables and dependent variable has been separated in the beginning, then
correlation matrix need to be run in order to review which of the independent
variables can be combined into one (Zikmund et al., 2013). If the amount of
the Eigenvalue > 1 is lesser than the number of independent variables stated
in the research, literature support will be needed to either combine or delete
the independent variable (Kumar, 2014).
Descriptive analysis is used to analyze the collection of data quantitatively
and the data collected for each variable is illustrated using a frequency
distribution. SPSS is used to analyze the demographic profile of the
respondents by utilizing the frequency analysis to determine the percentage
and frequency distribution of respondents based on gender, age, monthly
income and education level. Multiple Linear Regression, Analysis of Variance
(ANOVA) multicollinearity and beta-coefficient tests will be done to test on
all the hypotheses and to determine the relationship between consumer
buying behaviour (dependent variable) and price, brand image and subjective
norms (independent variables).
3.5 Ethical Considerations

In order to maintain the research's quality and integrity, Bougie and Sekaran
(2019) state that the researcher must collect data in an ethical manner. The
researcher's adherence to ethical principles aids in the preservation of high-
quality research (Kumar, 2014). Respondents were allowed to express their
thoughts without fear of being misunderstood, and they are participating in the
survey voluntarily (Hair et al., 2018). The questionnaire questions were written
in plain language and based on the research hypotheses in order to make
them understandable to the respondents. When doing research, anonymity
means that any information, including personal information, that is gathered
should not be shared or revealed by the researcher in any way (Holman,
2012). Aside from this study's primary goal of conducting research, no further
use of the information acquired from the respondents will be permitted.
3.6 Conclusion
In this chapter, the study technique and quantitative analysis of respondents'

biographical facts were developed. Among the methods covered in this
chapter were research design development, questionnaire construction, and
data collection administration. In addition, the testing and analytical methods
used to select the samples were discussed in this chapter. Later in this
chapter, we'll go deeper into the data and examine the implications of what we
learned.
CHAPTER 4: DATA ANALYSIS
This chapter performs the data analysis part of the research and how the
chosen factors or variables influence the performance of the consumer buying
behaviour towards cosmetics and personal care products in Shanghai. The
research is based on a survey that was conducted on 387 willing participants.
They were all given a questionnaire for the survey, where they answered
selected questions which helped complete the research properly. These
factors can be found with questions provided under those factors. The
questions were then answered on the Likert Scale where ‘one’ meant ‘strongly
agree’ and whereas, ‘five’ meant ‘strongly disagree’. The researcher first
performed a socio-demographic analysis on the participants to learn certain
characteristics. This socio-demographic analysis consisted of questions
regarding the participants' gender, employment, and education level.
Following that, a descriptive analysis, usually known as the normality test was
then performed by the researcher on the participants. To test the reliability of
the variables, Cronbach’s Alpha was applied to the variables together with
Kaiser-Meyer-Olkin (KMO) as well as Bartlett’s test. Lastly, correlation and
regression analyses were run to further strengthen the research and check
the reliability of the variables. This is a necessary step for research.
Cronbach’s alpha is applied to check coefficient reliability or consistency but
to further strengthen the analysis, we must apply a regression test. There is
also Kaiser-Meyer-Olkin as well as Bartlett’s test that signifies this research.
The Kaiser-Meyer-Olkin is a statistical test to examine how suitable one’s data
is for factor analysis. This test measures the sampling adequacy variable
related to the model and the complete model itself. The statistics found are
the measurement for the proportions of variance amongst all the variables
that could be common variance. In the Kaiser-Meyer-Olkin the lower the
proportion, the more suited one’s data would be considered for factor
analysis. Bartlett’s test is a test to check multiple samples from a population
with equal variances. In Bartlett’s test, the null and the hypotheses are
constructed by the researcher.
4.0 Overview
The survey was conducted on 387 participants, all of whom work in the
cosmetics and personal care industry. Table no. 4.0 shows the result of the
survey. The questions that were asked were about the participant’s
employment level, gender, and education level.
FQ1
Cumulative
Frequency Per cent Valid Percent Percent
Valid YES 387 100.0 100.0 100.0
Table 4.0
4.1 Socio-demographic
This consists of the descriptive analysis of the participants’ employment level,
education level, and gender. The number of participants was 387 and all the
data collected from the survey conducted on them is given.
4.1.1 Employment
Table 4.1.1 shows that out of 387 participants, 103 were unemployed which is
26.6% of the total participants. The number of employed participants was 180
and that resulted in 46.5% of the total participants. The cumulative percentage
of the previously calculated unemployed and employed participants is 73.1%.
out of 387 participants, 39 were self-employed and 65 were retired. The
consecutive percentage of self-employed and retired participants out of the
total participants are 10.1% and 16.8%.
Employment
Cumulative
Frequency Percent Valid Percent Percent
Valid Unemployed 103 26.6 26.6 26.6
Employed 180 46.5 46.5 73.1
Self-Employed 39 10.1 10.1 83.2
Retired 65 16.8 16.8 100.0
Total 387 100.0 100.0
Table 4.1.1
4.1.2 Gender
Table 4.1.2 shows the number and percentage of male and female
participants among the total number of participants. Out of 387 participants,
297 were male, which was 76.7% of the total participants and 90 were female,
which was 23.3% of the total participants.
Gender
Cumulative
Valid Male 297 76.7 76.7 76.7
Female 90 23.3 23.3 100.0
Total 387 100.0 100.0
Table 4.1.2
4.1.3 Education
Table 4.1.3 shows the detailed analysis of the education level of the 387
participants. Out of the total participants, 125 had studied until high school or
below, 32.3 percent of total participants. 140 participants have completed their
Bachelor’s which is 36.2% of 387 participants. 83 people completed their
Postgraduate which is 21.4% of the total participants. The cumulative
percentage so far is 89.9%. 39 people who have a PhD or Higher degree
resulting in 10.1% completing the cumulative percent to 100.
Education
Cumulative
Valid High School or below 125 32.3 32.3 32.3
Bachelor 140 36.2 36.2 68.5
Postgraduate 83 21.4 21.4 89.9
PhD or Higher 39 10.1 10.1 100.0
Total 387 100.0 100.0
Table 4.1.3
4.2 Descriptive Analysis (Normality Test)
Descriptive Statistics
N Range Minimu Maximu Mean Std. Skewness Kurtosis
m m Deviatio
n
Std. Std.
Statisti Statisti Statisti Statisti Erro Statisti Erro
c c Statistic Statistic c Statistic c r c r
PC1 387 4 1 5 3.15 .805 -.523 .124 .137 .247
PC2 387 4 1 5 3.19 .852 -.332 .124 .108 .247
PC3 387 2 3 5 4.14 .807 -.264 .124 -1.416 .247
PC4 387 4 1 5 3.45 .987 -.052 .124 -.571 .247
BI1 387 4 1 5 2.83 .940 .403 .124 -.566 .247
BI2 387 3 1 4 2.14 1.152 .389 .124 -1.363 .247
BI3 387 3 1 4 2.78 .915 .195 .124 -1.331 .247
BI4 387 3 1 4 1.87 .890 .300 .124 -1.565 .247
SN1 387 4 1 5 2.68 .817 .524 .124 -.110 .247
SN2 387 4 1 5 2.46 .656 1.449 .124 2.527 .247
SN3 387 4 1 5 2.59 .781 .422 .124 -.294 .247
SN4 387 3 1 4 2.59 .767 .320 .124 -.549 .247
PB1 387 4 1 5 4.33 .922 -1.128 .124 .256 .247
PB2 387 4 1 5 4.15 1.134 -1.225 .124 .708 .247
PB3 387 4 1 5 4.31 .917 -1.296 .124 1.526 .247
PB4 387 3 2 5 3.42 .759 -.259 .124 -.473 .247
Valid N 387
(listwise
)
Table 4.2(a): Descriptive Statistics
Overall Descriptive
Descriptive Statistics
Std.
Minimu Maximu Deviatio
N Range m m Mean n Skewness Kurtosis
Std. Std.
Statisti Statisti Statisti Statisti Erro Statisti Erro
c c Statistic Statistic c Statistic c r c r
PC 387 2.50 1.00 3.50 2.4037 .89667 .094 .124 -1.645 .247
BI 387 2.25 1.50 3.75 2.5833 .62519 .518 .124 -.950 .247
SN 387 2.50 2.25 4.75 4.0530 .72504 -.755 .124 -.481 .247
PB 387 4.00 1.00 5.00 3.2584 .69446 -.640 .124 1.344 .247
Valid N 387
(listwise
)
Table 4.2(b): Overall Descriptive Statistics

Table 4.2 answers and provides a detailed analysis of overall descriptive
statistics on all the questions related to the four independent variables. The
table consists of range, minimum and maximum value, mean, standard
deviation, skewness, and kurtosis for each of the questions asked to the
participants. In this table, PC stands for price, BI stands for Brand Image, SN
stands for subject norms, and PB stands for purchase behaviour. Here PC,
which stands for price, is the first variable to be determined. PC1 describes
the first statement under price. The range is 4 with a minimum of 1 and a
maximum of 5. The mean here is 3.15 which means that majority were neutral
with their answers on the scale. It has a high standard deviation of .805
describing that the data has deviated from the mean. It has a skewness of
-.523 and a kurtosis of .137. BI1, the first statement to be described under
Brand Image, has a range of 4 with a minimum of 1 and a maximum of 5. It
has a mean of 2.83 and an extremely high standard deviation of .940. The
level of skewness is .403 and kurtosis -.566. SN1 also has a range of 4 with a
minimum of 1 and a maximum of 5. It has a mean of 2.68 and a standard
deviation of .817. The skewness is .524 and kurtosis is -.110. Again, similarly
the range, maximum and minimum of PB1 are also similar to PC1, BI1, and
SN1. PB1 has a range of 4 with a minimum level of 1 and a maximum of 5.
But the mean is relatively higher than the others. The mean here is 4.33. The
standard deviation is also quite high at .922. The skewness is -1.128 and
kurtosis of .256.
4.3 Reliability Test (Cronbach’s Alpha)

Cronbach’s Alpha is used to measure reliability. A high value does not
necessarily deduce that the measure taken was unidimensional. Additional
analyses need to be performed to provide evidence of whether the scale in
question is unidimensional or not. Cronbach’s Alpha is a coefficient of
reliability or consistency. Cronbach’s Alpha measures internal consistency
and also exhibits how items are closely related as a group. People use
Cronbach’s Alpha when they need to examine the internal consistency of a
survey or questionnaire where the questionnaire is made up of Likert scale-
type questions. A high value of Cronbach’s Alpha translates that there is a
high correlation between the items being tested.
4.3.1 Price
Reliability Statistics
Cronbach's
Alpha Based on
Cronbach's Standardized
Alpha Items N of Items
.736 .732 4
Table 4.3.1(a): Price Reliability Statistics
Item-Total Statistics
Squared Cronbach's
Scale Mean if Scale Variance Corrected Item- Multiple Alpha if Item
Item Deleted if Item Deleted Total Correlation Correlation Deleted
PC1 10.79 3.632 .786 .905 .529
PC2 10.75 3.478 .782 .913 .520
PC3 9.80 5.802 .061 .025 .893
PC4 10.49 3.468 .612 .461 .624
Table 4.3.2(b): Price Item-Total Statistics
Hotelling's T-Squared Test

Hotelling's T-
Squared F df1 df2 Sig
350.968 116.383 3 384 .000
Table 4.3.1(c): Price Hotelling’s T-Squared Test
It can be figured from table 4.3.1, that the value of Cronbach’s Alpha is .736.
The Cronbach’s Alpha based on standardized items is .732, which means the
items have an average correlation among them. Also that the items have a
moderate level of reliability and consistency, and this can be deduced from
the Cronbach’s Alpha value of .736 and the second value of .732. In the item-
total statistics, PC1 stands for the first variable under Price. Here, the scale
mean is 10.79, the variance is 3.632, the corrected item-total correlation
is .786, the squared multiple correlation is .905, and Cronbach's alpha, if item
is deleted, is .529. There are also PC2, PC3, and PC4 in table 4.3.1(b). The
second value means that the items in the variables can be acceptable. Hence,
proving that the items are reliable and acceptable.
4.3.2 Brand Image
Cronbach's
Alpha Based on
.935 .939 4
Table 4.3.2(a): Brand Image Reliability Statistics
Squared Cronbach's
BI1 6.79 7.931 .766 .624 .941
BI2 7.48 6.359 .891 .813 .907
BI3 6.84 7.612 .874 .830 .908
BI4 7.74 7.668 .894 .870 .904
Table 4.3.2(b): Brand Image Item-Total Statistics

Hotelling's T-
2145.732 711.538 3 384 .000
Table 4.3.2(c): Brand Image Hotelling’s T-Squared Test
From Table 4.3.2, it can be deciphered that the value of Cronbach’s Alpha
is .935. The value of Cronbach’s Alpha based on standardized items is .939,
which means that items have a high correlation among them. The value
of .939 is near 1 which is an acceptable value for the variables so it means
that the items are acceptable and reliable. In table 4.3.2(b) BI1 means the first
variable under brand image. Here, the scale mean is 6.79, the scale variance
is 7.931, the corrected item-total correlation is .766, the squared multiple
correlation is .624, and finally, the Cronbach's alpha, if an item is deleted,
is .941. There is also BI2, BI3, and BI4 in table 4.3.2(b).
4.3.3 Subject Norms
Cronbach's
Alpha Based on
.844 .839 4
Table 4.3.3(a): Subject Norms Reliability Statistics
Squared Cronbach's
SN1 7.65 3.161 .835 .779 .727
SN2 7.87 4.494 .478 .473 .877
SN3 7.74 3.810 .602 .579 .836
SN4 7.74 3.338 .830 .791 .733
Table 4.3.3(b): Subject Norms Item-Total Statistics

Hotelling's T-
61.383 20.355 3 384 .000
Table 4.3.3(c): Subject Norms Hotelling’s T-Squared Test
From Table 4.3.3, it can be figured that the Cronbach’s Alpha value for
Subject Norms is .844. The Cronbach’s Alpha value based on standardized
items is .839 which also means that the items have a high correlation among
them. In table 4.3.3(b) SN1 means the first variable under subject norms.
Here, the scale mean is 7.65, the scale variance is 3.161, the corrected item-
total correlation is .835, the squared multiple correlation is .779, and finally,
the Cronbach's alpha, if item is deleted, is .727. There is also SN2, SN3, and
SN4 in table 4.3.3(b). When a value of Cronbach's alpha is over .8, which is
close to 1, it means that the items have internal consistency and a good level
of reliability. Hence, for this component, we can say that the items are reliable
and consistent.
4.3.4 Purchase Behavior
Cronbach's
Alpha Based on
.770 .778 4
Table 4.3.4(a): Purchase Behavior Reliability Statistics
Squared Cronbach's
PB1 11.88 5.283 .538 .349 .733
PB2 12.06 4.522 .540 .517 .748
PB3 11.90 4.527 .780 .640 .602
PB4 12.79 6.040 .481 .331 .761
Table 4.3.4(b): Purchase Behavior Item-Total Statistics

Hotelling's T-
612.679 203.168 3 384 .000
Table 4.3.4(c): Purchase Behavior Hotelling’s T-Squared Test
From Table 4.3.4, it can be figured that the value of Cronbach’s Alpha for
Subject Norms is .770, and the Cronbach’s Alpha value based on
standardized items is .778, meaning that the items have a moderate
correlation among them. In table 4.3.4(b) PB1 means the first variable under
purchase behaviour. Here, the scale mean is 11.88, the scale variance is
5.283, the corrected item-total correlation is .538, the squared multiple
correlation is .349, and finally, the Cronbach's alpha, if item is deleted, is .733.
There is also PB2, PB3, and PB4 in table 4.3.4(b). From this value, we can
deduce that the items have internal consistency and above-average reliability.
Hence, it can be stated the items are reliable and acceptable.
4.4 Factor Analysis (KMO)

Kaiser-Meyer-Olkin also known as KMO is used to determine whether the
data selected are suitable for analysis. So, this test helps us understand the
suitability of the factors for analyzing it. The Kaiser-Meyer-Olkin test
determines the factor model’s overall sampling efficiency and the sampling
efficiency for each variable. The sampling determined is adequate if the
Kaiser-Meyer-Olkin value ranges from 0.8 to 1. The sampling is not adequate
if the value is under 0.6. If the value is 0.5 or under, only then the value is not
enough or adequate. So, the values ranging from 0.5 to 0.6 cause a debate.
4.4.1 Price
KMO and Bartlett's Testa
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .645
Bartlett's Test of Sphericity Approx. Chi-Square 1139.203
df 6
Sig. .000
a. Based on correlations
Table 4.4.1(a): Price KMO and Bartlett’s Test
Total Variance Explained

Initial Eigenvaluesa Extraction Sums of Squared Loadings
Componen % of Cumulative % of Cumulative
t Total Variance % Total Variance %
Raw 1 1.944 64.816 64.816 1.944 64.816 64.816
2 .648 21.608 86.423
3 .375 12.493 98.917
4 .032 1.083 100.000
Rescale 1 1.944 64.816 64.816 2.509 62.718 62.718
d 2 .648 21.608 86.423
3 .375 12.493 98.917
4 .032 1.083 100.000
Extraction Method: Principal Component Analysis.
a. When analyzing a covariance matrix, the initial eigenvalues are the same across the raw and
rescaled solution.
Table 4.4.1(b): Price Total Variance Explained
From Table 4.4.1, the Kaiser-Meyer-Olkin test value sampling adequacy stood
at .645, which is greater than 5. This indicates that the sampling is adequate
enough and thus the set of data is suitable for factor analysis. The
significance value for Bartlett’s test is quite small so the null hypothesis is
rejected by the researcher.
4.4.2 Brand Image

df 6
Sig. .000
Table 4.4.2(a): Brand Image KMO and Bartlett’s Test

Raw 1 3.271 85.177 85.177 3.271 85.177 85.177
2 .313 8.144 93.321
3 .190 4.943 98.264
4 .067 1.736 100.000
Rescale 1 3.271 85.177 85.177 3.377 84.434 84.434
d 2 .313 8.144 93.321
3 .190 4.943 98.264
4 .067 1.736 100.000
rescaled solution.
Table 4.4.2(b): Brand Image Total Variance explained
at .785, which is greater than 5 and very close to 8. This indicates that the
sampling is adequate enough and thus the set of data is suitable for factor
analysis. The significance value for Bartlett’s test is quite small so the null
hypothesis is rejected by the researcher.
4.4.3 Subject Norms

df 6
Sig. .000
Table 4.4.3(a): Subject Norms KMO and Bartlett’s Test

Raw 1 1.629 70.951 70.951 1.629 70.951 70.951
2 .440 19.159 90.110
3 .155 6.756 96.866
4 .072 3.134 100.000
Rescale 1 1.629 70.951 70.951 2.731 68.266 68.266
d 2 .440 19.159 90.110
3 .155 6.756 96.866
4 .072 3.134 100.000
rescaled solution.
Table 4.4.3(b): Subject Norms Total Variance Explained
at .649, which is greater than 5. This indicates that the sampling is adequate
enough and thus the set of data is suitable for factor analysis. The
significance value for Bartlett’s test is quite small so the null hypothesis is
rejected by the researcher.
4.4.4 Purchase Behavior

df 6
Sig. .000
Table 4.4.4(a): Purchase Behavior KMO and Bartlett’s Test

Componen Initial Eigenvaluesa Extraction Sums of Squared Loadings
% of Cumulative % of Cumulative
Raw 1 2.225 62.653 62.653 2.225 62.653 62.653
2 .763 21.483 84.136
3 .351 9.897 94.033
4 .212 5.967 100.000
Rescale 1 2.225 62.653 62.653 2.346 58.647 58.647
d 2 .763 21.483 84.136
3 .351 9.897 94.033
4 .212 5.967 100.000
rescaled solution.
Table 4.4.4(b): Purchase Behavior Total Variance Explained
at .645, which is greater than 5. This Kaiser-Meyer-Olkin value is the same as
the value derived from Table 4.4.1 value for Price. This indicates their KMO
value is the same. This indicates that the sampling is adequate enough and
thus the set of data is suitable for factor analysis. The significance value for
Bartlett’s test is quite small so the null hypothesis is rejected by the
researcher.
4.6 Correlation Test
Correlations
PC BI SN PB
PC Pearson Correlation 1 .468 **
-.637 **
-.132**
Sig. (2-tailed) .000 .000 .009
N 387 387 387 387
BI Pearson Correlation .468 **
1 -.708 **
-.208**
Sig. (2-tailed) .000 .000 .000
N 387 387 387 387
SN Pearson Correlation -.637** -.708** 1 .408**
Sig. (2-tailed) .000 .000 .000
N 387 387 387 387
PB Pearson Correlation -.132 **
-.208 **
.408 **
1
Sig. (2-tailed) .009 .000 .000
N 387 387 387 387
**. Correlation is significant at the 0.01 level (2-tailed).
Table 4.5: Correlation Test
We use Pearson Correlation to determine the existing relationship among the

variables. The Pearson Correlation is used to determine the strength of two
variables correlated linearly. The range for Pearson Correlation value is from -
1 to 1. Negative 1 here denotes a completely negative correlation, 0 denotes
no correlation, and 1 denotes a completely positive linear correlation. Price
has a completely negative correlation with Subject Norms (-0.637) and
Purchase Behavior (-0.132). It has a positive correlation with Brand Image
(0.468). Brand Image has a positive correlation with Price (0.468) as stated
earlier. It has a negative correlation with Subject Norms (-0.708) and
Purchase Behavior (0-.208). Subject Norms have a positive correlation with
Purchase Behavior (0.408). Lastly, the correlation of Purchase Behavior is
already stated before. It has a completely positive correlation with Subject
Norms and a completely negative analysis with Price and Brand Image. But it
is known by many that correlation does not mean causation so to build an
even stronger inference the researcher applied a Regression analysis. To add
to that, some variables have high correlation which denotes the chances that
multicollinearity exists here.
4.7 Regression Test
Model Summary
Adjusted R Std. Error of the
Model R R Square Square Estimate Durbin-Watson
1 .453a .205 .199 .62147 1.992
a. Predictors: (Constant), SN, PC, BI
b. Dependent Variable: PB
Table 4.7.1: Model Summary
The value of adjusted R Square is 0.199, which means that the variation of
the dependent variable can be explained by the independent or explanatory
variables by 19.9%, which is a low rate. The rest of the 80.1% is dependent
on other external sources or variables.
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1 Regression 38.232 3 12.744 32.996 .000b
Residual 147.926 383 .386
Total 186.158 386
a. Dependent Variable: PB
b. Predictors: (Constant), SN, PC, BI
Table 4.6.2: ANOVA
ANOVA stands for analysis of variance. From table 4.6.2, we can see that the
value of F-Statistic is 32.996. Hence, the overall regression model used in this
analysis is statistically significant.
Coefficientsa
Standardized
Unstandardized Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) -.103 .473 -.217 .828
PC .163 .046 .210 3.560 .000
BI .171 .072 .154 2.393 .017
SN .623 .071 .651 8.800 .000
a. Dependent Variable: PB
Table 4.6.3: Coefficients
The regression analysis results can be deduced from Table 4.6.3. Here,
Purchasing behavior, which is our dependent variable has a positive
relationship with all the independent variables, which are Price, Brand Image
and Subjective Norms. The findings from the table show that the coefficient
for Price is 0.163, which means that when price increases by 1 unit,
purchasing behaviour increases by 0.163 unit. Again, if the Brand Image goes
up by one unit, then purchasing behaviour will increase by 0.171 units. And
lastly, if Subject Norms go up by one unit, purchasing behaviour will go up by
0.623 units. Here, the influence of the independent variables Price and
Subjective Norms are statistically significant. However, the influence of Brand
image is not statistically significant.
4.8 Hypothesis Testing
H1: Our first hypothesis was that customer purchasing behaviour for

cosmetics and personal care goods are strongly influenced by price in
Shanghai. From table 4.6.3, we observe that the coefficient for price is 0.163.
and it is statistically significant. Hence, we accept this hypothesis and
conclude that price does have a positive influence on purchasing behaviour.

cosmetics and personal care goods are strongly influenced by brand image in
Shanghai. From table 4.6.3, we observe that the coefficient for brand image is
0.171. However, it is not statistically significant. Hence, we reject this
hypothesis and conclude that price does not have a positive influence on
purchasing behaviour.
cosmetics and personal care goods are strongly influenced by subjective
norms in Shanghai. From table 4.6.3, we observe that the coefficient for
subjective norms is 0.632 and it is statistically significant. Hence, we accept
this hypothesis and conclude that subjective norms do have a positive
influence on purchasing behaviour.
4.9 Summary of the Chapter

The data analysis section of the research paper can be summarized in
chapter 4. The research first gathers and answers some basic questions
about the total participants, such as their gender, education level, and
employment. 387 people in total responded to the survey. Afterwards, the
researcher analyzed some of the detailed statistics of the variables. The
chapter then checks the reliability of the variables followed by the analysis of
the variables. The researcher ran a Pearson correlation but when the
researcher found nothing concrete from it, the researcher proceeded to run a
regression analysis. This chapter is a vital part of the research as it brings
forth evidence on whether the variables are reliable or not. It strengthens the
research and provides in-depth information and details on the research. The
Cronbach’s alpha, KMO, and Bartlett’s tests are further strengthened by the
data provided on the correlation test, which gets even more strengthened by
the regression test.
CHAPTER 5: DISCUSSION OF RESULTS
5.1 Socio-Demographic Analysis Discussion
The main goal of this research paper is to establish the key indicators that
determine consumer buying behaviour towards cosmetics and personal care
products in Shanghai. The researcher surveyed 387 participants through a
questionnaire and received answers through a Likert scale. The first few basic
questions were about the participants’ gender, employment, and education
level. From the survey, it can be deciphered that male employees were more
interested to participate in the survey than female employees. Out of 387
participants, 297 were male and the rest were female. Now, if we look at the
percentage, 76.7 per cent of the total participants were male and only 23.3
were females. To determine their education level, four categories were given.
These categories were high school or below, bachelor’s, postgraduate, and
PhD or higher. Out of 387 participants, 125 have a high school degree or
below, 140 have a bachelor’s degree, 83 have a postgraduate degree, and
finally, only 39 have a PhD or higher degree. If we examine the percentage,
then 32.3 per cent have a high school degree or below that, 36.2 have a
bachelor’s degree, 21.4 have a postgraduate degree, and only 10.1 per cent
of the total participants have a PhD or higher degree. Employment level had
four categories as well, unemployed, employed, self-employed, and retired.
Out of 387 participants, 103 were unemployed, which was 26.6 per cent of the
total. 180 (46.5%) were employed, 39 (10.1%) were self-employed, and lastly,
65 (16.8%) were retired.
5.2 Descriptive Statistics Discussion

The questions asked to the participants had to be answered on the Likert
scale (Wu, 2014). The descriptive statistics analysis table provided the
researcher with a summary of which questions received what score on the
Likert scale (Takahashi and Kurosawa, 2016). Here we have, four factors, and
each of them has four questions under it. The questions were answered on
the Likert scale where ‘strongly agree’ is signified by 1 and ‘strongly disagree’
is signified by 5. The four factors were Price, Brand Image, Subject Norms,
and Purchase Behavior. The descriptive statistics consist of range, minimum
value, maximum value, mean, standard deviation, skewness, and kurtosis.
These were assigned for each question asked to the participants. For
example, BI1 is the fourth question asked under the brand image category.
The majority agreed with that particular statement because the mean here is
2.83. However, the maximum value people chose for this statement was 5
and the minimum value was 1. So, the range is 4 here. The standard
deviation for this statement is .940 which is very close to 1. The skewness for
the statement is .403 while the kurtosis was -.566.
5.3 Cronbach’s Alpha and Kaiser-Meyer-Olkin Test Discussion

Cronbach’s Alpha is used to measure the internal consistency and how the
given items are closely related, specifically as a group (Quansah, 2017). A
value closer to 1 means the covariance is high and a value of zero or near
zero deducts that items are independent because the purpose of this reliability
test is to show the correlation between the items (Quansah, 2017). In this
research paper, Brand Image and Subject Norms have a Cronbach's alpha
value greater than 0.8. This establishes that the items have a high level of
reliability and internal consistency (Reny, 2015). Price and Purchase
behaviour have a Cronbach's alpha value of around 0.7 which shows these
two variables also have a relatively high level of reliability and consistency.
The research further performed the KMO (Kaiser-Meyer-Olkin) measure of

sampling adequacy Bartlett’s test. Kaiser-Meyer-Olkin test helps determine
whether the data is suitable for analysis or not. Most of the variables here
have a high level of KMO value of around 0.6 with the value of Brand Image
at 0.785, which shows that the sampling is adequate for factor analysis.
5.4 Correlation Analysis Discussion

Pearson Correlation Analysis is conducted in this research paper to determine
the correlation or relationship amongst the variables (Reny, 2015). If the
researcher can find a relationship between the independent variables and
dependent variables, one can conclude that the performance depends on the
given four independent variables. If a relationship between the independent
variables is found, it can be proven that there are chances of multicollinearity
being present (Albin, 2011). If the correlation value is determined as zero, it
will be deduced as no relationship between the variables, if the value is
determined as negative, it can be deduced that if one variable increases, the
other one will decrease, and lastly, if the value is positive then it means that it
means if one variable decreases, the other one will increase (Albin, 2011).
From the table of Pearson Correlation of this research paper, it can be seen
that Price has a negative correlation with Subject Norms and Purchase
behaviour, however, it has a positive correlation with Brand Image. The Brand
Image can be an indicator of showing the success and profitability of an
organization (Kleinbaum, 2014). It could be representative of business growth
and development and an indicator of the efficiency with which a business
generates revenue to gain profit.
5.5 Regression Analysis and Hypothesis Testing Discussion

KMO and Bartlett’s analysis combined with correlation is not enough to serve
as concrete evidence for the reliability of the selected variables (Nikolić,
Mureşan, Feng and Singer, 2012). Hence, the researcher proceeded to
conduct further analysis and performed a regression analysis to have a shred
of more concrete evidence for what this paper is trying to find. We found the
adjusted R square value through the analysis as well. The adjusted R square
value here is .199 or 19.9%. The adjusted R square here helps determine
how much variation in the dependent variable can be explained by the
independent variables (Kleinbaum, 2014). The R squared value determines
variation in the dependent variable and the rest of the percentage is
dependent on external factors. The data and statistics found in the
Regression Analysis further strengthen the research paper and its main goal
(Takahashi and Kurosawa, 2016). The ANOVA test results were also helpful
for the researcher to determine the overall significance of the multiple linear
regression model (Nikolić, Mureşan, Feng and Singer, 2012). The coefficients
from the regression model show that purchasing behaviour has a statistically
significant positive relationship with brand image and subjective norms.
However, the positive relationship found between purchasing behaviour and
price is not statistically significant. Thus we accept the first and third
hypotheses of our analysis and reject the second one.
CHAPTER 6: CONCLUSION AND

RECOMMENDATION
6.1 Recommendation
The combination of KMO and Bartlett's analysis and correlation is insufficient to

provide clear proof for the dependability of the selected variables (Nikoli, Mureşan,
Feng, and Singer, 2012). As a result, the researcher went on to do more study,
including a regression analysis, in order to obtain a sliver of more specific proof for
what this work is attempting to discover. We also discovered the corrected R square
value throughout the research. The modified R square value in this case is.199, or
19.9%. In this case, the modified R square helps assess how much variance in the
dependent variable can be explained by the independent variables (Kleinbaum, 2014).
The variance in the dependent variable is determined by the R squared value, while
the remaining percentage is determined by external variables. The Regression
Analysis data and statistics boost the study report and its main purpose (Takahashi
and Kurosawa, 2016). The findings of the ANOVA test were also useful in
determining the overall significance of the multiple linear regression model (Nikoli,
Mureşan, Feng, and Singer, 2012). The regression model coefficients demonstrate a
statistically significant positive association between purchasing behaviour and brand
image and subjective standards. The positive association shown between purchasing
behaviour and price, however, is not statistically significant. As a result, we accept the
first and third hypotheses of our study while rejecting the second.
6.2 Contribution of the research
The purpose of this research is to better understand how customer purchasing

behaviour works and how it influences the environment of a firm. One of the most
essential goals of this study is to determine the relevance of this sort of behaviour.
Businesses in the twenty-first century must investigate various organisational
structures that might help them become more productive and efficient. Business
leaders must be aware of cultural differences that may effect how business is done in
different countries. When a company analyses customer purchasing behaviour, it
earns significantly more money.
Consumer purchasing behaviour is a person's approach to making a purchase after

carefully considering their preferences, wants, and desires, and then going out and
selecting things or services that meet their needs and expectations. It will begin with a
brief introduction before delving more into the study's objectives and methodologies.
This chapter expands on three study objectives and three research questions in terms
of consumer purchasing behaviour. Under the subtopic operational definitions, key
terminology and meanings will be provided. It is also clear that the importance of the
study is being emphasised. Customers' rising awareness of and concern for their
appearance has resulted in a growth in the use of cosmetics and personal care
products, leading in a spectacular expansion of the beauty business throughout the
years (Anjana, 2018). As a result, those in the beauty industry have a tremendous
opportunity to expand and grow their businesses (Hassali, Al-Tamimi and Dawood et
al., 2015) (Hassali, Al-Tamimi, & Dawood, 2015) As more people value their look
and body odour, the market for personal care products such as cosmetics is growing
(Anjana, 2018). Cosmetics and personal care products are used by consumers to
enhance their appearance and well-being without interfering with the body's natural
functions (Badarudin, 2018).
6.3 Limitation of the Research
Several studies have been conducted to investigate consumer purchasing habits

throughout the world and the factors that influence those purchasing habits. Global
and local studies have been conducted on a wide range of businesses, including
organic food, vehicles, airlines, and fashion clothing.
Companies in the organic food business can use research on Indian customers' real
buying behaviour toward organic food goods as a roadmap for growing the organic
food market. There was a considerable association between these features and
customer purchasing behaviour (such as health-consciousness, knowledge, subjective
norms, and price influence).
Auf et al. (2018) discovered that a range of factors greatly influence customer
purchasing behaviour, and these findings are critical for Saudi Arabia's public
transportation system to thrive. According to Gan (2018)'s study on the quality of
airline service and customer satisfaction in Malaysia, customers prioritise cost when
picking which airline to fly with, and this fact has a significant impact on consumer
purchasing behaviour in the airline industry. According to Saluja (2016)'s research,
demographic parameters such as monthly income, gender, and peer influence have a
significant impact on Delhins' garment purchase habits.
6.4 Future study
The study's future is highly promising because as the industry advances, the quantity
of research done will increase, and eventually the industry will start developing
quicker than before. As we can see from the present market condition, more
competitors is doing their hardest to come up with more inventive ideas that will help
them to have a more controlled influence on the market. With such tactics in place,
the firm is projected to continue developing while also assuring the majority of
customers' contentment.
CHAPTER 7: PERSONAL REFLECTION
Introduction
For this programme, I looked at a wide range of issues, including the
challenges I had when writing my thesis paper. The more I read about this
topic, the more I realised how much room for growth there is in my writing and
in my characters. Some examples of these abilities are conflict management,
clear and concise communication, strong leadership, capable team
management, and seamless coordination. In light of this approach, I have
composed the following report as a means of introspectively assessing my
participation in the programme to date. My research into consumer
purchasing patterns has given me insight into the way that the Chinese
market perceives cosmetics, which will prove useful in my future career.
Description
At the start of the cycle, I summarise the information I've gleaned from the
module thus far without making any definitive statements about what I've
learnt. According to what I've read, "consumer purchasing behaviour"
describes a buyer's actions and thoughts when shopping. The beauty industry
is booming because more people are concerned about how they smell and
how they look. In 2015, RM8.9 billion was spent on beauty and personal care
items in Shanghai. In the future, the cosmetics market is forecasted to grow at
a faster rate than in the past. Numerous research, both international and
domestic, have been done to better comprehend the shopping habits of
consumers. Examples of major import categories for Shanghai include $292
million for sun protection items and $109 million for cosmetics and personal
care. As a result, there is a tremendous opportunity in this sector.
Feelings
The idea of being a market analyst in the business world has always appealed
to me, and as I've pondered this route, I've focused mostly on the variety of
tasks that may be part of my job. As I progressed through school, I realised
that I could only scratch the surface of the behavioural research needed to
generate massive profits for the corporation. Eventually, I'd like to be in a
position of leadership, with all the clout and responsibility that comes with
years of relevant experience.
Evaluation
We used both primary and secondary resources to fill up our study. Measures
of Sample Adequacy (MSA) should be significant (p 0.05) and the KMO and
Bartlett's Test of Sphericity value should be more than 0.6 in the preliminary
test (Hair et al., 2018). Schindler (2018) states that the number of
independent variables in a study must match the number of Eigenvalues that
are larger than 1. If there are more factors with Eigenvalues greater than 1
than there are independent variables in the research, the dependent variable
may have been included in the initial test and should have been left out
(Kumar, 2014). A correlation matrix must be executed if the independent and
dependent variables were initially classified into different categories; this will
allow for an evaluation of which independent variables may be collapsed into
a single independent variable (Zikmund et al., 2013). If the Eigenvalue > 1 is
fewer than the number of declared independent variables in the research,
then further literature evidence is required to merge or eliminate one of the
independent variables (Kumar, 2014).
A frequency distribution is used to visually represent the data gathered for

each variable in a descriptive study. Using the frequency analysis in SPSS,
we can calculate the percentage and frequency distribution of respondents
based on their gender, age, monthly income, and level of education. All of the
hypotheses and the link between consumer purchasing behaviour (dependent
variable) and price, brand image, and subjective norms will be tested using
multiple linear regression, analysis of variance (ANOVA), multicollinearity,
and beta-coefficient analyses (independent variables). Consumer purchasing
behaviour has been studied using literature from all across the world, as well
as from closer to home. This investigation also delves into the independent
factors like cost, reputation of the brand, and social pressures that affect
consumers' decisions to make a purchase. Despite the abundance of studies
on consumer purchasing behaviour internationally and locally, there is still a
dearth of research on the cosmetics and personal care item shopping habits
of Malaysians. So, it's necessary to fill this gap in the current setting.
Additionally, the grounded Theory of Reasoned Action was reviewed for its
applicability to the framework and its relevance to the research presented
here.
Analysis
A consumer's purchasing behavior is defined as the process through which
individuals make purchases for their own use and not for resale. What, when,
and why people buy things for themselves is referred to as "consumer buying
behavior," which is critical to a company's long-term success since it can help
organizations predict future trends. Consumers' purchasing decisions are also
influenced by factors such as the brand's reputation and the quality of its
customer service. Malaysian consumers' purchasing decisions for cosmetics
and personal care items are influenced by factors such as price, brand image,
and subjective norms. People's preferences and decision-making styles are
shaped by their cultural background, which acts as a kind of blanket for
everyone (Katrodia, Naude and Soni, 2018).
Customers come from a variety of cultural backgrounds, thus it's crucial to

understand and value those cultures through products and services. In a
competitive market, there can only be one price, and any company that sells
above the average market price may suffer revenue losses. Consumers'
perceptions of the value of a product or service are inextricably linked to the
price at which it is sold. Different types of customers have varying perceptions
of price, with price conscious customers more sensitive to price differences
and possibly not accepting highly priced products or services well. It is crucial
for both consumers and businesses to be able to distinguish between similar
products and services through the usage of brand names.
An organization's brand name is more than just a label; it's an identification
symbol that can signify a wide range of concepts and qualities associated with
the product or service it represents. As a result, customers have their own
unique take on a brand name based on its literal meaning, its pronunciation,
or some other association they have with the name. Brands are symbols or
identities that are associated with products or services, and consumers tend
to remember and register brands in their minds in this way. It is impossible to
deny the importance of a company's brand because it is a tool used by
companies to attract consumers. Brands that are successful differ from other
competitors in that they have a high degree of consumer awareness, which
leads to consumer loyalty.
The brand serves as a powerful symbol of the company's marketing

orientation and the industry standard it has set. Consumers have a sense of
trust in items or services they believe are of high-quality. Quality product
purchases are more likely than purchases of low-quality products. When
consumers are satisfied with the product or service they purchase, they are
willing to pay the higher price for it. A study indicated that the quality of an
online retailer's website has a significant impact on consumer purchasing
behavior.
Conclusion
According to what I've learned in this article, consumer buying behaviour is
the process by which an individual decides what to buy after giving serious
consideration to their preferences, requirements, and desires, and then
actively seeks out and acquires those things or services. First, a quick
overview will be provided, followed by a thorough discussion of the study's
aims and methods. This chapter expands on the previous two and provides
further context for the three study objectives and three research questions
pertaining to shoppers' decisions. In the section under "Operational
Definitions," you can find explanations of various concepts. The importance of
the study is also made crystal obvious. Success in the Chinese market is
relatively assured for such a venture, provided only that a quality product and
targeted marketing are employed.
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APPENDIX
Section A – Demographic Information
1. What is your gender?
 Male  Female
2. How old are you?

 below 21  21 – 30  31– 40
 41-50  above 50
3. What is your education level?

 Secondary  Diploma  Degree
 Postgraduate
4. What is your monthly income range?

 RM3000 and below  RM3001-RM6000  RM6001-RM9000
 RM9001-RM12000  RM12001 and above
Section B – Consumer Buying Behaviour

Cosmetics are products used to enhance or change the appearance of the
face, fragrance or the texture of the body include items such as lipstick,
mascara, eyeshadow, foundation, blusher, highlighter and bronzer.
Personal care products are consumer products used in personal hygiene and
beautification such as cottons, deodorant, sunscreen, shavers, toothbrush,
toothpaste, lotion, shampoo, body wash, hand soap, lip balm and wet wipes.
The cosmetics and personal care products in this research are referring to the
products example display in the photo.
Please tick “√” the following.

Rate each statement using 5-point Likert Scale [1=Strongly Disagree, 2=
Disagree, 3=Neutral, 4=Agree, 5=Strongly Agree]
1 2 3 4 5
No Dependent Variable Questions
1 I buy cosmetics and personal care products at least
once a month
2 I have bought cosmetics and personal care products

in the past 3 months.
3 In the past, I have used cosmetics and personal care
products.
Section C – Factors Influencing Consumer Buying Behaviour

Please tick “√” the following.
Rate each statement using 5-point Likert Scale [1=Strongly Disagree, 2=
Disagree, 3=Neutral, 4=Agree, 5=Strongly Agree]
Price
1 2 3 4 5
NO Questions
.
1 I prefer to buy cosmetics and personal care products
during promotion period
2 Price is an important factor to me when I buy

cosmetics and personal care products
3 I prefer to buy from stores which offer low price of
4 I purchase more cosmetics and personal care
products during special offers and discounts
Brand Image
1 2 3 4 5
NO Questions
.
1 Brand image is an important factor to me when I buy
2 I prefer to buy brands of cosmetics and personal care

products that are more well known
3 I buy brands of cosmetics and personal care products
that have an overall positive image
4 I buy brands of cosmetics and personal care products
that I can trust
1 2 3 4 5
NO Questions
.
with good quality

with good quality ingredients.
7 Quality is an important factor to me when I buy
cosmetics and personal care products.
with good quality packaging
Subjective Norms
1 2 3 4 5
NO Questions
.
1 My family and friends think that I should purchase
2 People who are important to me think that I should

purchase cosmetics and personal care products.
3 People whose opinions I value think that I should
purchase cosmetics and personal care products.
4 People who are close to me expect that I purchase
cosmetics and personal care products.
Thank you for your participation and cooperation
~The End~

Consumer Buying Behaviour Towards Cosmetics and Personal Care Products in Shanghai

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CONSUMER BUYING BEHAVIOUR

TOWARDS COSMETICS AND

1.1 Background of study

1 Currently, the attitudes towards

Several types of imported cosmetic products have been developed in

1.3 Research Questions

RQ1: Does price have a significant and positive influence on consumer

RQ2: Does brand image have a significant and positive influence on

RQ3: Does subjective norm have a significant and positive influence on

1.4 Research Objectives

RO3: To determine whether subjective norms have a significant and positive

1.5 Significance of Study

1.6 Scope of the Study

1.7 Operational Definitions

Person who buys goods or services for his or her

Decision process of how consumers act in buying

2.1 Consumer Buying Behaviour

A consumer's purchasing behavior is defined as the process through which

Consumers' purchasing decisions are also influenced by factors such as the

Figure 2.1 : Consumer Purchasing Behaviour Model

People's preferences and decision-making styles are shaped by their cultural

In a competitive market, there can only be one price, which is economically

Consumers' perceptions of the value of a product or service are inextricably

2.3 Brand Image

Consumer buying behavior is influenced by brand, thus it's important to

2.4 Subjective Norms

Subjective norm, as defined by Ajzen (2011), relates to an individual's belief

2.5 Theory Applied

Using grounded theory as a generic methodology, researchers have studied a range of

2.6 Literature Gap

There have been several investigations into the shopping behaviors of

2.7 Conceptual Framework and Hypothesis

Figure 2.2: Conceptual Framework

H2: In Shanghai, customer purchasing behavior for cosmetics and personal

H3: In Shanghai, customer purchasing behavior for cosmetics and personal

3.1 Research Design

3.2 Sampling Method

3.3 Sample Size

An appropriate sample size must be determined prior to the start of a study

3.4 Data Analysis

3.5 Ethical Considerations

In this chapter, the study technique and quantitative analysis of respondents'

4.2 Descriptive Analysis (Normality Test)

Table 4.2(a): Descriptive Statistics

Table 4.2(b): Overall Descriptive Statistics

4.3 Reliability Test (Cronbach’s Alpha)

Table 4.3.1(a): Price Reliability Statistics

Table 4.3.2(b): Price Item-Total Statistics

Hotelling's T-Squared Test

Table 4.3.1(c): Price Hotelling’s T-Squared Test

Table 4.3.2(a): Brand Image Reliability Statistics

Table 4.3.2(b): Brand Image Item-Total Statistics

Hotelling's T-Squared Test

Table 4.3.2(c): Brand Image Hotelling’s T-Squared Test

Table 4.3.3(a): Subject Norms Reliability Statistics

Table 4.3.3(b): Subject Norms Item-Total Statistics

Hotelling's T-Squared Test

Table 4.3.4(a): Purchase Behavior Reliability Statistics

Table 4.3.4(b): Purchase Behavior Item-Total Statistics

Hotelling's T-Squared Test

4.4 Factor Analysis (KMO)

Table 4.4.1(a): Price KMO and Bartlett’s Test