Measuring the effect of country of origin on the purchasing intention for Korean cosmetic in Ho Chi Minh city
Abstract
To be attractive, people can spend big amount of money for the sake of taking care the
beauty of face and skin by buying trusted cosmetics. In recently, Korean cosmetic is
becoming more and more popular in Vietnam. People can find it everywhere in supermarket,
shop or even in the internet. There has been a flood of Korean products, among other, in the
Vietnam market ranging from TV series, movies, music, games, food, fashion, cosmetics,
automobiles, electric appliances, computers, and gadgets, to name a few. Korean cosmetics
have become especially popular among Vietnamese ladies largely due to the fact they are
believed to give them the natural beautiful look of their favorite Korean stars. With 30
percent of market share , Korean cosmetic is becoming a strongest player in Vietnam
cosmetic market.
The country of origin (COO) of a product is an important marketing element known to
influence consumer perceptions as well as behavior. Many consumers believe that a “Made in
. . .” label means a product is “superior” or “inferior” depending on their perception of the
country (Yasin et al., 2007). Similarly, Vietnamese shoppers also be affected by country of
origin.
This research aimed to study the concept of country of origin, the relationship between
country of origin and purchase intention and provide solutions for Vietnamese firms which
are suffered and hardly face to foreign cosmetic firms.