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Cosmetics purchase behavior of educated millennial Muslim females

Suraiya Ishak (Centre for Social, Environment and Development Studies (SEEDS), Faculty of Social Sciences and Humanities, Universiti Kebangsaan Malaysia, Bangi, Malaysia)
Ahmad Raflis Che Omar (Centre of Value Creation and Human Well-Being, Faculty of Economics and Management, Universiti Kebangsaan Malaysia, Bangi, Malaysia)
Kartini Khalid (Institute of Ethnic Studies, Universiti Kebangsaan Malaysia, Bangi, Malaysia)
Intan Safiena Ab. Ghafar (Centre for Social, Environment and Development Studies (SEEDS), Faculty of Social Sciences and Humanities, Universiti Kebangsaan Malaysia, Bangi, Malaysia)
Mohd Yusof Hussain (Centre for Social, Environment and Development Studies (SEEDS), Faculty of Social Sciences and Humanities, Universiti Kebangsaan Malaysia, Bangi, Malaysia)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 5 August 2019

Issue publication date: 21 August 2020

4437

Abstract

Purpose

The purpose of this study is to describe cosmetics purchase behavior of young, educated Muslim females in Malaysia and to explore its relationship with certain potential antecedents.

Design/methodology/approach

This study uses a survey on a sample of female consumers from four higher education institutions in the urban area of Bangi Selangor, Malaysia. From their respective institutions, 150 respondents were selected through the purposive sampling method. Self-administered questionnaire has been used to gather information from the respondents. The survey data were analyzed using descriptive, t-test and correlation analyses to accomplish the study objectives.

Findings

The study indicates that millennial Muslim cosmetic purchase behavior falls under the “Limited Decision Making” classification. The classification is due to the pattern of pro-active behaviors exhibit through the information search for details about ingredients, halal clue, countries of origin, health safety guarantee and the benefits of the cosmetic products. Young, educated female consumers adore branded cosmetic items and show willingness to accept higher prices for the branded items. Despite brand consciousness, they demonstrate a relatively high concern on the halalness of the product. Based on the correlation analysis, all variables were found to be significant and the most significant of them was brand.

Research limitations/implications

Millennial consumers are information technology savvy and have access to vast information about products. As a result, the findings reiterate that millennial consumers demonstrate different purchase behavior, which is worth exploring by future researchers. In addition, other latent antecedents such as religiosity and world view are worth including in future studies.

Practical implications

Cosmetic manufacturers and marketers must ensure that their products signal positive images to fit the expectations of young and educated Muslim consumers. Although brand conscious, such consumers demonstrate prudent behavior in terms of searching for halalan and toyyiban products.

Originality/value

This study adds value in the area of halal product marketing because of two unique focuses. First, it examines the purchase of cosmetic products, which are relatively understudied compared to halal food. Second, it considers the perspectives of educated Muslim millennials, who are expected to demonstrate more specific purchase behaviors than a generalized millennial group. Therefore, the originality of this study revolves around the consideration of these two aspects, which are relevant to contemporary business marketing discussions.

Keywords

Citation

Ishak, S., Che Omar, A.R., Khalid, K., Ab. Ghafar, I.S. and Hussain, M.Y. (2020), "Cosmetics purchase behavior of educated millennial Muslim females", Journal of Islamic Marketing, Vol. 11 No. 5, pp. 1055-1071. https://doi.org/10.1108/JIMA-01-2019-0014

Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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