The influence of promotional mix on female consumers’ buying behaviour / Goh Mei Ling ... [et al.]

• Main Authors: Goh, Mei Ling, Ang, Elaine Hwee Chin, Tan, Seng Huat, Tay, Tiam Poh
• Format: Article
• Language: English
• Published: Universiti Teknologi Mara, Selangor: Puncak Alam Campus: Faculty of Business and Management 2021
• Subjects: Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling; Hairdressing, barbering, beauty culture, cosmetology, etc. Including beauty shop practice
• Online Access: https://ir.uitm.edu.my/id/eprint/71575/1/71575.pdf; https://ir.uitm.edu.my/id/eprint/71575/; http://myjms.mohe.gov.my/index.php/JIBE/index

The skin care industry has become very competitive today. The demand for skin care products has grown rapidly due to the growth in the population of working females and the penetration of Korean culture among Malaysians. Hence, this study aims to investigate the influence of promotional mix on buyin...