A Study of Malaysian Customers Purchase Motivation of Halal Cosmetics Retail Products: Examining Theory of Consumption Value and Customer Satisfaction

Today, Halal is not simply a religious issue rather it is an opportunity to increase sale and acquire competitive advantage. Concerning its importance, this conceptual paper explores the relationship between perceived value and customer satisfaction for Halal cosmetics products by expanding the Theory of Consumption Value (TCV). This study applies the consumption value model as the basic framework, which includes the functional value, the social value, the emotional value, the epistemic value and the conditional value. This paper proposes brand value as a new value dimension to the original framework. There is a need to investigate the value dimensions identified in greater depth and to operationalise these dimensions so that the key relationships that can better explain consumers’ choices and reactions can be established.