Date of Award


Degree Type

UG Dissertation


Marketing and International Business

First Advisor

Dr. Cui Geng

Second Advisor

Dr. Paul A. Whitla


Multifunctional cosmetics have become more common in the market. They perform more than their basic features. As more features are added to the products, the question is that: Is the more the better? It does not always be. The purpose of this research is to locate the consumer preference on multifunctional cosmetics. It accesses consumers’ evaluation on cosmetics products in two different perspectives, brand value and confidence level. In terms of brand value, consumers prefer cosmetics with more existing features or those have new feature. In terms of confidence level, consumers prefer cosmetics with fewer existing feature with detailed information on the new feature. The research help marketers better understand the preference of consumers on cosmetics and provide the insights for product management and development. When deciding how many features the product should have, people should understand the trade-off between brand value and confidence level, which is identified in the research. When considering whether to launch new feature to the existing products, people should understand that new feature contributes to the brand value but does not directly lead to purchase intention. If it is decided to promote a new product feature, detailed information of the new feature should be provided to increase the confidence level of the consumers.

Recommended Citation

Chan, K. T. C. (2004). The more the better? Consumer preference on multifunctional cosmetics (UG dissertation, Lingnan University, Hong Kong). Retrieved from

Included in

Marketing Commons