Product Positioning as a Moderator for Halal Cosmetic Purchase Intention

Document Type: Research Paper

Authors

1 Commerce Department, Politeknik Nilai, Bandar Enstek 71760, Labu Negeri Sembilan Malaysia.

2 Faculty of Economics and Management, Universiti Kebangsaan Malaysia, 43600 UKM Bangi, Selangor Malaysia.

3 Commerce Department, Politeknik Ungku Omar, 31400 Ipoh, Perak Malaysia

Abstract

Consumers have been spoiled by the quality of Halal products available on the market. However, existing literature has lacked recognition for consumer Halal cosmetic products. Therefore, this study enhances the body of knowledge about consumer attitude and intention to purchase Halal cosmetic products. Specifically, this article will discuss the moderating effect positioning has on attitude with purchase intention and subjective norms and purchase intention. While this study focuses on cosmetic products, it will also help to clarify situations of less favourable attitudes for Halal cosmetics compared to Halal food products. The study analyses a total of 359 valid questionnaires using partial least squares structural equation modelling. The analyses reveal that attitude and subjective norms have positive relationships with purchase intention for cosmetic products. This study confirms a significant relationship for baseline variables of Theory of Reason Action with consumer purchase intention. Product positioning is significantly prominent as a moderator in assessing the influence of attitude on consumer purchase intention. Halal cosmetic products have been well positioned in the market. In general, the findings provide a consumer perspective for Halal cosmetic product positioning that influences the purchase intention and moderates its relationship with attitude. Research limitations/implications – The study only focus on the consumers of Halal cosmetics by empirically validating the role of attitude and positioning on the prediction of purchase intention. Additionally, it proves the moderating role of positioning in the relationship between attitude and purchase intention. Thus, the perspective of consumers from other industries might provide different results. Practical implications – The study proves the importance of Halal positioning in influencing consumers attitudes towards Halal cosmetic products. Thus, marketing practitioners should leverage on a Halal positioning strategy to achieve competitive advantage.

Keywords

Main Subjects


Article Title [فارسی]

جایگاه یابی محصول به عنوان تعدیلگر قصد خرید لوازم آرایشی حلال

Authors [فارسی]

  • نور رحیمی خالد 1
  • چی انیزه چی ول 2
  • ثریا اکمر مختارالدین 3
1 گروه بازرگانی، پلی تکنیک نیلای، بندر انستک 71760، لابو نگری سمبیلان،
2 دانشکده اقتصاد و مدیریت، دانشگاه کبانسگان مالزی، 43600 یو کی ام، بانگی، سلانور مالزی
3 گروه بازرگانی، پلی تکنیک اونگکو عمر، 31400 ایپو، پراک مالزی
Abstract [فارسی]

مشتریان از کیفیت محصولات حلال موجود در بازار انتظار زیادی دارند. با این حال، پیشینه موجود چندان به محصولات آرایشی حلال نمی پردازد. به همین خاطر، مطالعه حاضر دانش موجود درباره دیدگاه و قصد مشتریان برای خرید محصولات آرایشی حلال را بهبود می بخشد. این مقاله به طور خاص به اثر تعدیلگر جایگاه یابی از طریق دیدگاه مشتریان و هنجارهای فردی بر قصد خرید می پردازد. این مطالعه در عین حال که بر محصولات آرایشی متمرکز است، به روشن نمودن موقعیت هایی دست می زند که در آنها دیدگاه مشتریان نسبت به لوازم آرایشی حلال در قیاس با محصولات غذایی حلال کمتر مطلوب است. این پژوهش با استفاده از روش حداقل مربعات جزئی مدلسازی معادلات ساختاری، 359 پرسشنامه معتبر را بررسی می کند. نتایج تحلیل ها نشان می دهد که هنجارهای دیدگاهی و فردی رابطه مثبتی با قصد خرید محصولات آرایشی دارند. همچنین، این نتایج وجود یک رابطه معنادار بین متغیرهای اساسی نظریه عمل مستدل و قصد خرید مشتریان را تایید می کنند. جایگاه یابی محصول یک متغیر تعدیلگر معنادار در اثر دیدگاه بر قصد خرید مشتری است. محصولات آرایشی حلال به خوبی در بازار جایگاه خود را یافته اند. به طول کلی، یافته های این پژوهش دیدگاه مشتریان نسبت به جایگاه محصولات آرایشی حلال را بیان می دارند که بر قصد خرید اثر گذاشته و رابطه آن با دیدگاه را تعدیل می کند. با این حال، این مطالعه تنها بر مشتریان لوازم آرایشی حلال از طریق اعتبارسنجی تجربی نقش دیدگاه و جایگاه یابی بر پیش بینی قصد خرید تمرکز دارد. به علاوه، این پژوهش وجود نقش تعدیلگر جایگاه یابی در رابطه بین دیدگاه و قصد خرید را تایید می کند. بنابراین، دیدگاه های مشتریان سایر صنایع ممکن است نتایج متفاوتی دربر داشته باشد. در نهایت، این مطالعه اهمیت جایگاه یابی محصولات حلال در اثرگذاری بر دیدگاه های مشتریان نسبت به محصولات آرایشی حلال را ثابت می کند. بنابراین، به فعالان بازاریابی توصیه می شود از یک راهبرد جایگاه یابی محصولات حلال برای کسب مزیت رقابتی استفاده کنند.

Keywords [فارسی]

  • رفتاری مشتری
  • جایگاه یابی محصولات آرایشی حلال
  • دیدگاه
  • هنجارهای فردی
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