FACTORS INFLUENCE UNIVERSITY STUDENT PURCHASE INTENTION TOWARD COSMETIC PRODUCT

Abstract

The purpose of this paper is to identify factor-factor influencing university student purchase intention toward cosmetic product. Thus empirical evidence from both in depth interview and survey and integrated into conceptual model. This survey using quantitative survey and a set of questionnaires was develops and distribute to the targeted respondents. The respondents are students aged 18-24 from the Marketing College of Guangzhou City Construction School. This study report provides insights into customer behaviour for cosmetics product in China among universities students helping cosmetics company develop and create new innovation product based on customer needs.