Consumer Attitude and Online Purchase Intention: A Segmentation Analysis in Malaysian Halal Cosmetic Industry

The purpose of this paper is to segment Malaysian experienced online shoppers into distinct groups based on their demographic characteristics, consumer attitude and online purchase intention of halal cosmetic products. A total of 400 questionnaires were distributed to experienced online shoppers across different age groups, using purposive and convenient sampling technique. Subsequently, the cluster analysis was conducted with the purpose of subdividing the sample into homogeneous segments. The finding provides an important implication for developing robust marketing strategies in relations to improving the acceptance of online shopping of halal cosmetic products in Malaysia. By realizing the differences between experienced shoppers, online retailers should segment these groups more effectively and should implement a different marketing strategy to target the right segment and provide the right shoppers with the right marketing tactic.