Factors affecting customer's purchasing decision toward Nivea's skin care products : The case of young women customers from 18 to 40 years old in Ho Chi Minh city

Abstract

This study was conducted to identify what are the key factors that influence of women‟s purchasing decision (from 18-40 years old) toward Nivea‟s skin care products in Ho Chi Minh City. For the purpose of the present study, primary data were collected based on questionnaire. A total of 232 of 340 respondents are valid who are used Nivea products and that were selected from some supermarkets, universities and online survey in Ho Chi Minh region. The opinion of the respondents on 32 items of 7 components (Quality and Price; Product Information and Brand Image; Motivation and Attitude; Purchasing Advisor and Family; Culture; Consumer Resources; Personality) indicating the affecting level of these factors to their decision when buying Nivea were measured with Likert five point scales ranging from “Strongly disagree” to “ Strongly agree”. The result of this study shows that there are 1 item “Brand image attract the attention of buyer towards Nivea products” which belongs to “Product Information and Brand Image” dimension are deleted because of the value is disappear when we test the Factor Analysis. The final results come up with 5 components that contributing to factors affecting women purchasing decision toward Nivea skin care products. The five components are named QUALITY AND PRICE, MOTICATION AND ATTITUDE, PURCHASING ADVISOR AND FAMILY, CULTURE and PERSONALITY. In these factors, PURCHASING ADVISOR AND FAMLY and QUALITY AND PRICE have a strong association with buyer behavior of female for purchase of Nivea skin care products. And, this research has not yet found any evidences can prove the rest factors have a correlation with the Nivea buyer behaviors.

In addition, from the experiences in process of conducting research, it

points out limitations of this study and provides helpful recommendations for further dissertation. And according to the research findings, this study gives some recommendations to Nivea Company in Vietnam based on customer‟s expectations about Nivea products to help them more understand about customer and from that they give some improvement in product to attract more customers to use their products and increase the level of customer satisfaction in Ho Chi

Minh