Thesis & Dissertations(Doctoral & Master)

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Browsing Thesis & Dissertations(Doctoral & Master) by Author "Wanjala, John"

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    Consumer Perception, Consumption Values and Product Usage in Beauty and Cosmetics Industry of Uganda.
    (2023) Wanjala, John
    The study focused on examining the relationship between consumer perception, consumption values, and product usage of cosmetic products in Uganda. The study was guided by three objectives namely; to establish the relationship between consumer perception and product usage to establish the relationship between consumption values and product usage and to examine the combined effect of Consumer perceptions, consumption Values on product Usage The study adopted a cross sectional design because the researcher collected data from one specific point in time. The study also adopted a quantitative approach since it is meant to test rather than generate theory and focused on describing and drawing inferences from the relationships of the variables. Quantitative research was used because it was conclusive in its purpose, as it tries to quantify a problem and understand how prevalent it is by looking for projectable results to a larger population. The Unit of inquiry were consumers of Cosmetic products in Uganda focusing mainly on those in Kampala because being the urban district, most of the people use cosmetics and the unit of analysis were customers of the major companies producing the cosmetics products based on the customer registers of the companies which 1,403 customers. A sample size of 302 respondents was selected from consumers as determined by Krejcie and Morgan (1970). The findings indicated a strong positive relationship between Consumer Perception and Product Usage. A higher level of consumer perception, which may include positive attitudes, beliefs, and opinions about the cosmetic product, is associated with a greater likelihood of increased usage. The study findings established that there was a positive and significant relation between consumption values and product usage. The findings indicate that both Consumer Perceptions and Consumption Values have significant positive effects on Product Usage of cosmetic products. Therefore, companies have to focus on gaining positive consumer attitudes and ensuring positive consumption values towards their products so as to increase products usage of cosmetics products. Both consumption values and consumer attitude can lead to improvement of product usage of cosmetic products.