| Summary: | 碩士 === 元智大學 === 經營管理碩士班(國際企業學程) === 105 === To know and understand the important factors that needed to consider when introducing a Filipino cosmetic brand to Taiwan market. This study conducted an interview and surveys to respondents who are female Taiwanese and international students who currently resides in Taiwan, who are in between 18 to 30 years old. The results show brand awareness, brand equity, cost, word of mouth and country of origin are some of the important factors that consumers find important when purchasing cosmetics and affect Filipino beauty products. All factors have a significant effect on country of origin and all of the prepositions are supported and shown in this research. This research shows that country of origin may not be directly significant on the consumers’ willingness to buy but it still has an effect on the perceptions of consumers towards the Filipino beauty products and has a significant factor on the product itself not necessarily on the country of origin.
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