The Impact of Physical Beauty Shops on Young Adults' Attitude towards Beauty Products in Malaysia

Lee, Xin Yi (2023) The Impact of Physical Beauty Shops on Young Adults' Attitude towards Beauty Products in Malaysia. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

This research aims to investigate how physical beauty shops affect young adults’ attitude towards purchasing beauty products in Malaysia. In order to increase one's self-esteem and confidence, makeup is utilised as a beauty aid. Cosmetics are now more significant than ever because so many people want to look and feel young and appealing. Through the use of online survey questionnaires, the researcher did this research using quantitative research method. A Google form-based online survey questionnaire is used to gather and collect data from 100 selected and qualified young adult respondents. The finding revealed that physical beauty shops in Malaysia influence young adults’ purchasing behaviour. Apart from that, the study found that the majority of young adults nowadays purchase beauty products at physical beauty shops rather than online. Further than that, young adults will use beauty products at least once a day S their daily routine. Meanwhile, the study shows that the majority of young adults agree that purchasing beauty products at physical beauty shops are more effective than online beauty shops. As a result, this study is useful for the beauty industry and marketers seeking to target young adult audiences. The study points out that physical beauty shops should be more appropriate for today’s young adults in order to increase their effectiveness and purchase intention among young adults.