The Consumer Decision Making Behavior on Imported Cosmetic Imported Cosmetic Product in Lppkn (Lembaga Penduduk dan Pembangunan Keluarga Negara), Selangor

Consumer decision-making has long been an interesting issue for both academics and practitioners. It is believed that each consumer interacts with a market with particular decision-making behavior and these behavior are stable overtime. This research aimed to investigate female consumer decision-making behavior on imported cosmetic products and to segment them based on those factor. This research the segmentation for respondents will focus in female workers at LPPKN Selangor. This will represent the whole population female in Malaysia. A total of questionnaires were distributed to respondent female in the LPPKN Selangor. The data collection was analyzed by using Statistical Package for Social Science (SPSS) version 16.0. As the result, there is relationship between consumer decision-making behavior and the factor. The four factor is brand consiouness, fashion consiouness, brand loyal and price consiouness. Implications and directions for future research are provided based on the results.