Price dimensions as determinants of consumer satisfaction : a study in the beauty and health product of Wisma DCL Borneo / Aziemah Ahmat

• Main Author: Ahmat, Aziemah
• Format: Student Project
• Language: English
• Published: 2013
• Subjects: Consumer satisfaction; Pricing; Hairdressing, barbering, beauty culture, cosmetology, etc. Including beauty shop practice
• Online Access: https://ir.uitm.edu.my/id/eprint/70095/1/70095.pdf; https://ir.uitm.edu.my/id/eprint/70095/
• Institution: Universiti Teknologi Mara

The prime objective of this study is to examine the dimensionality of price satisfaction. A total of 100 DCL consumers from Sabah were taken as respondents. The results as analyzed by frequency distribution, descriptive statistic, reliability test, correlation coefficient and regression analysis. The findings indicated that consumers' perceived DCL price strategies have statistically significant effect on their price satisfaction. The study revealed that price quality as an important variable that influenced consumers' price satisfaction.