| dc.description.abstract | Understanding behavior of consumers is a key to the success of business organizations
and retailers. Marketing personnel are constantly analyzing the patterns of buying behavior
and purchase decision to predict the future trends (Nair & Pillai, 2007). The evolutions of
consumers' behavior toward a particular product will affect evaluations existing strategies and
planning of new strategies for that product (Quah, 2000). Therefore, the marketing of certain
products must meet the needs of the target market (Wagner, 2007). Therefore it is important to
investigate the factors that influence the consumer behavior towards cosmetic product
purchasing decision.
Nowadays, Korean cosmetic brands increase strongly in Vietnamese cosmetic market
(Chemical Cosmetic Association, 2011) and gain consumers trust day by day. The Faceshop
(TFS) is one of popular cosmetic brand in Korea and positions as the number one Korea cosmetic
for middle-class in Vietnamese market. Therfore, this study contributes to a deeper understading
of the impact of different factors on consumer buying behavior towards The Faceshop in
HoChiMinh City (HCMC). It analyses the relationship between several independent variables,
such as environmental, personal and psychological factors, and consumer behavior (as the
dependent variable).
The purpose of this study is to determine the factors affecting consumer behavior towards
The Faceshop products purchase in HCMC. Based on research model which is adapted from
previous studies together with data collected from 200 respondents in HCMC, the research found
that, overall, the set of independent variables are associated with the dependent variable.
However, after applied Exploratory Factor Analysis, the research model was adjusted to fit the
results. The final findings of the study indicated that, social factors, personal factors and
psychological factors influence on consumer behavior toward TFS purchase; and psychological
factors have the strongest association with consumer buying behavior.
Although there are still some limitations of this research, the results may assist marketers
of TFS brand to understand consumer behavior and improve consumer purchase intention. | en_US |
