Antecedents and consequences of female consumer's attitude and lifestyle in facial care market

Antecedents and consequences of female consumer's attitude and lifestyle in facial care market

Evaluation of ethical marketing practices of businesses from a consumer perspective has often been prescribed as an international research direction, more particularly for the developing economies. In accordance with the above, this consumer study based in Malaysia investigated the antecedents and...

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Main Author: Kumar, Pranav
Format: Thesis
Language:eng
eng
Published: 2015
Subjects:
HF5415.33 Consumer Behavior.
Online Access:https://etd.uum.edu.my/5427/1/s93568.pdf
https://etd.uum.edu.my/5427/2/s93568_abstract.pdf
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institution Universiti Utara Malaysia
collection UUM ETD
language eng
eng
advisor Mohd. Mokhtar, Sany Sanuri
Al-Swidi, Abdullah Kaid
topic HF5415.33 Consumer Behavior.
spellingShingle HF5415.33 Consumer Behavior.
Kumar, Pranav
Antecedents and consequences of female consumer's attitude and lifestyle in facial care market
description Evaluation of ethical marketing practices of businesses from a consumer perspective has often been prescribed as an international research direction, more particularly for the developing economies. In accordance with the above, this consumer study based in Malaysia investigated the antecedents and consequences of consumer attitude towards ethical marketing practices of firms depicted by product fairness, price fairness, and fairness aspects of marketing communications and channels of distribution in the facial care sector. Moderating influences of consumer lifestyle and demography were also taken into consideration in order to describe the scenario with enhanced precision and possibilities. The model under study was developed using the proven predictive power of the theory of planned behavior supported with the consumer decision process model. Relying on a survey research design, and following a rigorous multi stage sampling method, 483 female consumers falling within 15 years and above age range were surveyed from different parts of Malaysia. Descriptive analysis was done using SPSS, and inferential analysis using SmartPLS software, a variance based structural equations modeling tool. The findings revealed that product fairness, marketing communications, price fairness, and channels of distribution possess significant positive relationship with consumer attitude which further significantly predicts behavioral intention. Social factors and perceived behavioral control too were seen to predict behavioral intention which was further seen to influence the actual behavior of consumers. Consumer lifestyle as a whole, reflected through self-confidence, health consciousness, family orientation, religiosity, and women role and perception was found to have no moderation effect on the consumer attitude and behavioral intention relationship. The results of multi group analysis revealed that income of consumers exerts no moderation effect whereas education moderates the relationship of marketing communications, price fairness, and channels of distribution taken with consumer attitude. As Malaysian consumers exhibit serious concern towards ethical marketing practices of firms, it is recommended to the managers that they ensure fairness in their offerings, pricing, marketing communications and the way they make the products available to the consumers. Also, the policy makers are suggested to focus on creating awareness regarding the growing significance of ethical aspects, in addition to instituting desirable regulations
format Thesis
qualification_name Ph.D.
qualification_level Doctorate
author Kumar, Pranav
author_facet Kumar, Pranav
author_sort Kumar, Pranav
title Antecedents and consequences of female consumer's attitude and lifestyle in facial care market
title_short Antecedents and consequences of female consumer's attitude and lifestyle in facial care market
title_full Antecedents and consequences of female consumer's attitude and lifestyle in facial care market
title_fullStr Antecedents and consequences of female consumer's attitude and lifestyle in facial care market
title_full_unstemmed Antecedents and consequences of female consumer's attitude and lifestyle in facial care market
title_sort antecedents and consequences of female consumer's attitude and lifestyle in facial care market
granting_institution Universiti Utara Malaysia
granting_department School of Business Management
publishDate 2015
url https://etd.uum.edu.my/5427/1/s93568.pdf
https://etd.uum.edu.my/5427/2/s93568_abstract.pdf
_version_ 1747827932605186048
spelling my-uum-etd.54272021-03-18T08:27:17Z Antecedents and consequences of female consumer's attitude and lifestyle in facial care market 2015 Kumar, Pranav Mohd. Mokhtar, Sany Sanuri Al-Swidi, Abdullah Kaid School of Business Management School of Business Management HF5415.33 Consumer Behavior. Evaluation of ethical marketing practices of businesses from a consumer perspective has often been prescribed as an international research direction, more particularly for the developing economies. In accordance with the above, this consumer study based in Malaysia investigated the antecedents and consequences of consumer attitude towards ethical marketing practices of firms depicted by product fairness, price fairness, and fairness aspects of marketing communications and channels of distribution in the facial care sector. Moderating influences of consumer lifestyle and demography were also taken into consideration in order to describe the scenario with enhanced precision and possibilities. The model under study was developed using the proven predictive power of the theory of planned behavior supported with the consumer decision process model. Relying on a survey research design, and following a rigorous multi stage sampling method, 483 female consumers falling within 15 years and above age range were surveyed from different parts of Malaysia. Descriptive analysis was done using SPSS, and inferential analysis using SmartPLS software, a variance based structural equations modeling tool. The findings revealed that product fairness, marketing communications, price fairness, and channels of distribution possess significant positive relationship with consumer attitude which further significantly predicts behavioral intention. Social factors and perceived behavioral control too were seen to predict behavioral intention which was further seen to influence the actual behavior of consumers. Consumer lifestyle as a whole, reflected through self-confidence, health consciousness, family orientation, religiosity, and women role and perception was found to have no moderation effect on the consumer attitude and behavioral intention relationship. The results of multi group analysis revealed that income of consumers exerts no moderation effect whereas education moderates the relationship of marketing communications, price fairness, and channels of distribution taken with consumer attitude. As Malaysian consumers exhibit serious concern towards ethical marketing practices of firms, it is recommended to the managers that they ensure fairness in their offerings, pricing, marketing communications and the way they make the products available to the consumers. 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