Factors affecting customer buying behavior of canmake cosmetic brand in Ho Chi Minh city
Abstract
The beauty industry is one of the hottest industries the world. Nowadays in Vietnam, more and more foreign cosmetic brands are flooding into the market and gathering a large market share of this industry. Among such huge invasions of beauty brands, Korean brands stand out the most and is currently attracting many young customers with their unique promotion strategy. While cosmetic brands from Korea are defining their reputation in the country, Japanese brands do not have enough recognition in Vietnam market yet. Hence, it is the reason why an investigation on Japanese cosmetic brand is needed. This research paper aims to find out the factors affecting customer buying behavior of Canmake brand in Ho Chi Minh City.
The main research objectives of this paper is to determine the factors influence buying behavior of customers and then give recommendation to improve consumption based on the result. The independent variables of the research model consist of 4 factors: cultural factors, social factor, personal factors and psychological factors while consumer buying behavior is the dependent variable. There are two main research methods used which are qualitative and quantitative method. The sample used for to examine the topic is 300 samples. Collected data will be used to test the reliability of the scale through Cronbach’s Alpha, coefficient method, regression and EFA analysis. All data are processed by SPSS 20.0 software.
Research shows that cultural factors have no association with customer buying behavior while psychological factors have the strongest impact on customer buying behavior.