To explore the attitudes of female consumers towards global cosmetics brands in Myanmar is the purpose of this paper. This study extends the theory of planned behaviour (TPB), with other variables with the intention of providing a theoretical model to examine Myanmar female consumers’ attitudes, how they affect their purchasing intentions. On the other hand, it aims to fulfil the lack of the perspectives in the global cosmetics brands and also to contribute Myanmar consumers’ attitudes literature. Moreover, the researcher also wants to test the modified model of Theory of Planned Behaviour in the buying context of global cosmetics brands by Myanmar female consumers. The relationships among subjective norms, buying intentions and attitudes of women global cosmetics brands were examined with the application of structural equation modelling. A survey questionnaire was employed to collect data from 167 respondents who were identified through convenience sampling technique. The data were examined via SPSS 21.0 and AMOS 22. In the company of some limitations, the variables have significance to explain the outcomes of the overall model. In contrast, the results have shown that Myanmar female consumers have positive attitudes towards global cosmetics brands in Myanmar. The manipulation of the variables has plenty of implications for both academic and managerial perspectives.
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Aye, Thant
Business
MSc Marketing
2014
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