Date of Award
1-1-2000
Thesis Type
Masters
Document Type
Thesis
Divisions
Faculty of Business and Economics
Department
-
Institution
Universiti Malaya
Abstract
The hair shampoo industry in Malaysia is becoming highly competitive with more products of local and imported brands. The purpose of this study is to provide a better understanding of the behavior of consumers with regards to hair shampoo. The specific objectives of this study are to examine the unaided brand awareness of hair shampoo; the usage and purchase patterns of hair shampoo; the evaluative criteria used in product performance evaluation and if differences exist among the different ethnic groups; to investigate factors and their relative importance that influence consumers' choice of hair shampoo as well as to examine if ethnic differences exist with regards to factors influencing choice of hair shampoo; and to draw marketing implications from the findings and make suggestions to marketers in order to aid them in their marketing strategies and activities.
Additional Information
Dissertation (M.A) -- Faculty of Business and Economics, Universiti Malaya, 2000
Recommended Citation
Tong, Siew Fong, "Brand awareness, usage & purchase patterns of hair shampoo : a consumer behavior perspective" (2000). Student Works (2000-2009). 42.
https://knova.um.edu.my/student_works_2000s/42
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Initial
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