1.0 Introduction
This report consists of the findings and analysis for a research conducted for L'Oreal to investigate the Malay consumers' attitudes towards the purchase of hair styling products. The research was initiated to understand the customer's preferences in the usage and purchase of hair styling products which include coloring, treatment and perm products. The result from this preliminary study shall support L'Oreal in making informed decision in introducing new products into the market. The tour of this research is on Malay consumer who represents a majority of the population in Malaysia. Interviews and survey using questionnaire are conducted by the research team to collect data for analysis. There are eight people who responded to this interview, eighty questionnaires were distributed for the survey and a response rate of 92.5% response rate was achieved. The survey was conducted via convenience sampling in One Utama shopping mall and KBU College, where there is a high patronage of Malay consumers in that location.
Bolabog, Boracay Island, Malay, Aklan, Philippines...
Malay's longhouse
Malay Heritage Center, Kampong Glam, Singapore2.0 Presentation of Findings and Analysis
In the research, quantitative and qualitative data analysis shall be employed to generate findings for the research questions.
2.1 Respondent's profile
Table 1: Respondent's profile
Gender Frequency Percent Cumulative Percent
Male 2 2.7 2.7
Female 72 97.3 100
Total 74 100
Age Group
Below 18 3 4.1 4.1
18-25 41 55.4 59.5
26-35 23 31.1 90.6
36-45 5 6.8 97.4
Above 45 2 2.6 100
Total 74 100
Occupation
Business/Merchant 19 25.7 25.7
Director/Manager 2 2.7 28.4
Professional 5 6.8 35.2
Secretary/Clerical 9 12.2 47.4
Student 27 36.5 83.9
Housewife 7 9.5 93.4
Executive 3 4.1 97.5
Others 2 2.6 100
Total 74 100
Income per month
Below RM1500 50 67.6 67.6
RM1501-RM3000 17 23.0 90.6
RM3001-RM5000 5 6.8 97.4
Above RM5000 2 2.6 100
Total 74 100
According to the 74 respondents,