Vietnamese Consumer Behavior of Cosmetics Products: Effects of Extrinsic Cues

• Main Authors: Vo Thi Huong Giang, 武氏香江
• Other Authors: Cho, James
• Format: Others
• Language: en_US
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/15142248209196694618

碩士 === 龍華科技大學 === 企業管理系碩士班 === 102 === The socio-economic development has increased the demands of beauty and personal care all over the world, thus cosmetic industry is more and more noticed in many studies. Vietnam is a country with more than 90 percent of beauty and personal care products are imported, therefore this research investigates the effects of three extrinsic cues country-of-origin, brand and price on Vietnamese consumer buying behavior toward foreign skincare products. A conceptual framework of the relationship between three factors and Vietnamese consumer buying behavior was developed and the research used quantitative approach by sending questionnaires to Vietnamese women respondents via online and 252 valid questionnaires were collected. Results indicated that two factors country-of-origin and brand of facial skincare products have positive and significant impact on Vietnamese consumer evaluation but price has no significant impact on consumer behavior. Country-of-origin therein is the most important factor affecting Vietnamese consumer behavior. The findings of this study may help the existing international companies or which are planning to export skincare products into Vietnam in contributing the basis to develop a constructive suggestion to the cosmetic companies in their marketing strategies planning.