CONSUMER PURCHASE INTENTION ON COSMETICS IN HONG KONG

Abstract

Nowadays, cosmetics products have been the necessities for consumers in their daily life. Especially in the Asia Pacific market, the cosmetic market increases significantly, occupying 35% of the total cosmetic market. Besides, Hong Kong has been the global shopping center attracting a lot of tourists. Therefore, there is a great demand of cosmetics in Hong Kong. To improve the cosmetic industry which occupying a great proportion of economy in Hong Kong, the research aims to analyze how the factors
including price, quality and brand image influence the consumer purchase intention on cosmetics in Hong Kong, which is based on the Theory of Planned Behavior. In the research, a total of 400 questionnaires were distributed and 250 questionnaires were collected back. The calculation results of SPSS indicate that both females and males of the respondents buy the cosmetics frequently and the male customers also own great demand towards it. Besides, most customers in the age group from 18 to 35 pay most attention on cosmetics. Apart from that, the price, quality and brand all can positively influence the consumers’ purchase intention on cosmetics, among which the brand image is the most prominent one. Based on the conclusion, the research puts forward some recommendation to improve the cosmetic industry in Hong Kong.