A study on customers’ brand loyalty toward domestic and foreign cosmetic products / Widya Hasly

• Main Author: Hasly, Widya
• Format: Thesis
• Language: English
• Published: 2011
• Subjects: H Social Sciences (General); Study and teaching. Research
• Online Access: https://ir.uitm.edu.my/id/eprint/92699/1/92699.pdf; https://ir.uitm.edu.my/id/eprint/92699/
• Institution: Universiti Teknologi Mara

This project report represents a research about “Customers’ Brand Loyalty toward Domestic and Foreign Cosmetic Products” in Kuching, Sarawak. The purpose of this study was to determine on how the customers in Kuching make their decision of which cosmetic products they are preferred in the market. The samples consist of 200 respondents that will be conducted at shopping complex in Kuching such as Spring, Parkson, Boulevard and Wisma Satok. The findings of study revealed that most of respondents preferred to use foreign cosmetic products indicated by 66% rather than to use the domestic cosmetic products which is only 34%. Research finding also shown that good functional of product quality is very important in order to make customers satisfied indicated by 3.35 mean. Lastly, the study has given several recommendation and future research at the end of the research.