earticle

영어

The study aims to explore the factors that influence Korean cosmetics consumption behavior of women in Ho Chi Minh City. The proposed research model includes six independent variables: high quality and perfection; the brand loyalty, the consistency in price and quality; the attraction of body; health care; the concept of self-image; the effects of skin aging. By employing quantitative research method with a population of 243 consumers, the findings show that five factors that influence the purchasing intent of consumers comprise: the brand loyalty, the consistency in price and quality, the attraction of body, health care, the concept of self-image; the effects of skin aging, in which, the most powerful factor is the effects of skin aging. In particular, the factor of high quality and perfection has no effect on the Korean cosmetics consumption behavior of women in Ho Chi Minh City. Also the study proposes several solutions for domestic and foreign businesses to improve their marketing policies in the coming time for the purpose of promoting purchasing intent of consumers.