Factors to Develop Trust in the Quality of Cosmetics Product in Malaysia

Previous studies have reported that trust is the main issue that needs to be resolving. (McKnight & Chervany, ۲۰۰۱). Trust proficiently leads people or organizations to acquire maximized benefits and potentially gives an organization a competitive advantage in markets, communities, and hierarchies (Robbins (۲۰۱۶), Semuel & Chandra (۲۰۱۴). The extent of this study revolves around develop consumer trust in the quality of cosmetic product scope.  Researchers have shown an increased interest in the cosmetics field as the average annual growth in the last twenty years is ۴.۵% and the rate of growth presume to continue over ۳%.   The objectives of this research are to (۱) understand factor involves in the process of build consumers’ confidence and trust virtually in offline and online business, (۲) to determine the prominent information need to be an underline in marketing strategy, and (۳) to understand how trust can affect consumer preference on cosmetics product. This study underlined cosmetic price, cosmetic brand name, and cosmetic country of origin are the prominent information that needs to underline in marketing strategy. Important issues were addressed and recommendations were made for prospect research.  

Keywords:

Cosmetics , Trust , Quality , Brand