The Effect Of Motivation And Perceived Risk On Purchasing Cosmetics Products
| dc.contributor.author | JALALKAMALI, MOHAMMAD | |
| dc.date.accessioned | 2016-10-24T03:30:22Z | |
| dc.date.available | 2016-10-24T03:30:22Z | |
| dc.date.issued | 2008 | |
| dc.description.abstract | The purpose of this study is to find out the effect of motivation and perceived risk on purchase decision for cosmetics products among the university students. Two dimensions of motivation studied in this research are internal stimuli and external stimuli. Perceived risk has six components: physical risk, performance risk, time risk, psychological risk, financial risk and social risk. Data was analyzed using SPSS. The study found that among the two dimensions of motivation only internal stimuli has positive effect on purchase decision for cosmetics products. The external stimuli was not found to effect the purchase decision for cosmetics products. Out of the six components of perceived risk, only social risk moderate the relationship between motivation and purchase decision and it obviously indicates that the idea of family members and also the idea of their friends are important to ensure their beauty and appearance. The study thereby address recommendations for the cosmetic products marketers the importance of internal motivation to purchase the cosmetic products and the likely influence of reference groups such as family and friends in the cosmetic purchase decision making process. | en_US |
| dc.identifier.uri | http://hdl.handle.net/123456789/2806 | |
| dc.subject | The Effect Of Motivation And Perceived Risk | en_US |
| dc.subject | On Purchasing Cosmetics Products | en_US |
| dc.title | The Effect Of Motivation And Perceived Risk On Purchasing Cosmetics Products | en_US |
| dc.type | Thesis | en_US |
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