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Azizah Omar
School of Management, Universiti Sains Malaysia,11800 Minden, Penang Malaysia
Decision Sciences, Operations Research & Management Engineering Environmental Science Industrial & Manufacturing Engineering Transportation

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Influence of Perceived Value and Personal Values on Consumers Repurchase Intention of Natural Beauty Product Siti Nor Bayaah Binti Ahmad; Azizah Omar
International Journal of Supply Chain Management Vol 7, No 2 (2018): International Journal of Supply Chain Management (IJSCM)
Publisher : International Journal of Supply Chain Management

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Abstract

Consumers concern on health and environment has been remarkable increasing recently. With vaguer product status especially on its impact on human body and health, consumers shifted to a more health option in which products that were produced from natural ingredients. Understanding the consumers concern for their health and wellbeing should be the guideline for marketers in strategizing the marketing tactics. Besides the growing emphasis on external appearance, consumers concerned on health and the environment has appeared as a recent consumer drives. This study aims to investigate the consumers perspective in relation to consumers perceived value and personal values when it comes to their decision to repurchase the same brand of natural beauty products. 300 questionnaires were distributed among the users of natural skin care products with 226 were returned and usable. The study findings indicated that functional value contributed the highest with = 0.398 and p = 0.00, followed by environment consciousness, with = 0.293 and p = 0.000 and health consciousness = 0.264 and p = 0.00. Practically, the findings helped marketers to be creative when promoting the beauty products by emphasizing on ecological beauty or product safety to feed into the womens attitude toward natural beauty products. Having a thoughtful mind on the factors that driven the intention of these women consumers will aid in designing a message with better persuasion.
Influence of Consumers’ Perceived Brand Innovativeness on Customer-Brand Identification and Brand Loyalty Siti Nor Bayaah Binti Ahmad; Azizah Omar; Rudzi Munap; Roslan Mohd Rose
International Journal of Supply Chain Management Vol 7, No 4 (2018): International Journal of Supply Chain Management (IJSCM)
Publisher : International Journal of Supply Chain Management

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Abstract

In the current state of the business environment, an organisation considered innovativeness as one of the most valuable assets. The paradigm shift is to understand that innovation is viewed not only from the technological innovation but the innovative capability of the firm such as marketing, manufacturing process, or design innovativeness. This study focuses on consumer perceived brand innovativeness (CPBI) on brand identification and loyalty. Given rapid changes and the excess of new product availability, the influence on consumer loyalty might not be the same factors as found in the past studies. Therefore, the focus of this study is to examine the impact of predictors on loyalty behaviour. The current study develops a conceptual framework and reviews the literature on the role of brand innovativeness, brand identification and loyalty. Specifically, the focus is towards luxury cosmetic brands in Malaysia that were understudied. Hopefully, the study of brand innovativeness as an extrinsic information cue will assist marketers in understanding consumers better and enables an appropriate response to their needs.
Co-Authors Roslan Mohd Rose Rudzi Munap Siti Nor Bayaah Binti Ahmad Siti Nor Bayaah Binti Ahmad