The relationship between the quality of shampoo product and consumer’s purchase intention - case about Clear shampoo product

Abstract

The main purpose of this study is to figure out what dimensions of product quality really affect consumer when they are choosing the Shampoo, which could provide practical advice during the brand development or product design process. Moreover, the study would figure out what is the most important product quality dimension for consumers. Based on the conclusion, the product developer could make the most attractive product attributes during their development process (Korshunov et al., 1996). This study also assist market managers to be aware of what consumer really needs, which is beneficial to them to make the most accurate market strategy for different products. When comparing with previous study, we found that previous study mainly focusses on how the quality would affect consumer’s purchasing behavior. However, this study focus on a specific product category, the conclusion would be more accurate and practical for making a business strategy for shampoo product. The results of this study are indicative of consumer’s purchase intention for different shampoo products.