Influence Factors of Purchase Decision Based on Consumers’ Perception: a Study of Top-grade Cosmetic

摘要

108 customers of one of top-grade cosmetic company were surveyed to determine factors influencing their purchase decision. Respondents were asked to rate the importance of 12 factors that could be involved in their purchase decision and to rate the importance degree of influence the same factors had on their decision to purchase a cosmetic product.By factor analysis, this study finds five factors that may influence the consumer’s purchase decision, including: extrinsic tangible factor, intrinsic quality, promotion activity, seller’s introduction and public praise.