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Evaluating Perceived Quality Factor in Affecting Customer Purchasing Behaviour

Author

Listed:
  • Yuliyanah Sarudin*

    (School of Maritime Business and Management Universiti Malaysia Terengganu, Malaysia)

  • Sarina Ismail

    (School of Maritime Business and Management Universiti Malaysia Terengganu, Malaysia)

Abstract

The main model examined in this study is the Aaker model of brand equity. The model views perceived quality as the major aspect of brand equity model. This study focuses on facial beauty care brands in Klang Valley, Malaysia. The data were collected using questionnaires distributed to female consumers of facial care products who are aged 18 and above. The respondents must have experiences in using facial beauty care products. The sets of questionnaire were distributed using the intercept method. In all, 311 sets of questionnaire were deemed as valid in this study. In this regard, the result indicated that perceived quality has no significant link with the actual purchase of facial beauty care products in Malaysia.

Suggested Citation

  • Yuliyanah Sarudin* & Sarina Ismail, 2019. "Evaluating Perceived Quality Factor in Affecting Customer Purchasing Behaviour," The Journal of Social Sciences Research, Academic Research Publishing Group, vol. 5(9), pages 1329-1335, 09-2019.
    • Handle: RePEc:arp:tjssrr:2019:p:1329-1335
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