THE FACTORS OF COUNTERFEIT BEAUTY PRODUCTS PURCHASING BEHAVIOUR AMONG WOMEN

  • Nor Effuandy Pfordten
  • Norhaila Sabli
  • Afiemiza Tini Radzali
  • Siti Norhuda Sumali
Keywords: counterfeit beauty products, product, price, place, promotion

Abstract

In Malaysia, the beauty market is growing rapidly. However, there are people who gain profits by selling fake cosmetics. Consumers, especially women, still buy it although they aware that the cosmetics are fake. Thus, this study aims to investigate the behaviour of purchasing fake or counterfeit beauty products in women using the 4Ps of the marketing mix theory. This research also aims to identify among the 4Ps, which of the factor contributes the most to the counterfeit beauty products purchasing behaviour among women

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Published
2020-07-05
How to Cite
Pfordten, N. E., Sabli, N., Radzali, A. T., & Sumali, S. N. (2020). THE FACTORS OF COUNTERFEIT BEAUTY PRODUCTS PURCHASING BEHAVIOUR AMONG WOMEN. Selangor Science & Technology Review (SeSTeR), 4(3), 12-18. Retrieved from http://sester.journals.unisel.edu.my/ojs/index.php/sester/article/view/161