Examining youths' buying behaviors in facial cleanser market and attitudes toward clean and clear

Abstract

Buying behaviors and attiudes are very important for marketing managers. However, in Vietnam buying behaviors of youths in facial cleanser and their attitudes toward Clean& Clear are not yet thoroughly researched. This study aims to examine how youths buy a facial cleanser and what they think about Clean& Clear. Informants were 15 to 24 years old, both male and female who used to use or are using. They are purposely observed in supermarket. After that, in-depth interview and questionnaires are conducted to test the findings qualitatively and quantitatively. Findings showed differences between and 15 - 19 and 20 - 24 years old consumers. Fuctional benefits, new trend in communication, key evaluating criteria, importance of supermarket are explored. For Clean& Clear, male and female have different attitudes. In general, Clean& Clear just get neutral attitudes and medium chances for buying in the next time. Clear target group, easily understand functional benefits, online marketing, supermarket are some recommendation that may improve maketing effectiveness. Clean& Clear can differentiate and build an interactive website to promote their brand and enhance marketshare.