Citation

Othman, Hazira (2017) Consumer Awareness on Halal Cosmetic Products and Effect on Purchase Intention. Masters thesis, Multimedia University.

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Abstract

Today, halal is not simply based as a religious issue rather it is described and known for its opportunity in business industry. Halal is now becoming a global symbol of quality assurance and a lifestyle choice. It is also act as the trend setter in several of sectors. The realm of halal may extend to various consumables such as toiletries, pharmaceuticals, foods, cosmetics and services including finance sector. For this research, an extend clarification is needed in the cosmetic sectors where consumer nowadays classify it as a must have item for everybody especially for women. It can be described as a shield for women to embrace their own flaws. This paper discusses on the consumer awareness on halal cosmetic products and effect towards the purchase intention. This thesis also tries to recognise the main influence of certain factors that effecting the halal cosmetic awareness and how does it affect the purchase intention. More specifically is to answer those questions in regards of religious belief factor, attitude factor, ingredient safety factor, halal logo factor and last but not least the promotion factor. This is because the consumers are faced with a broad of selection of cosmetic products with multiple of choices with various brands both locally or internationally. Hence, the chances of halal cosmetic being well introduce might not get a significant welcome from the consumers.

Item Type:	Thesis (Masters)
Additional Information:	Call No.: HF5415.32 .H39 2017
Uncontrolled Keywords:	Consumer behavior
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Graduate School of Management (GSM)
Depositing User:	Ms Nurul Iqtiani Ahmad
Date Deposited:	25 Oct 2017 14:20
Last Modified:	25 Oct 2017 14:20
URII:	http://shdl.mmu.edu.my/id/eprint/6920

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