Factors affecting consumer purchasing behavior in Ho Chi Minh city - Case study of beauty products
Abstract
Beauty products industry has prospered recent years, especially in Ho Chi Minh City. People tend to consume more beauty products than the past years. Accordingly, the supply also increases along with the demand. The beauty products market in Ho Chi Minh City therefore becomes more and more diversified with numerous types of products originated from many places domestically and internationally. By observing and perceiving the issue, researcher built a study about “Factors affecting consumer purchasing behavior on beauty products in Ho Chi Minh City” with the model of five independent factors that might have certain impact on consumer purchasing behavior including Country of origin, Price, Brand name, Packaging and Online consumer review. Researcher also applied quantitative method to process the study with 250 consumers successfully answered the survey questions. Respondents were randomly chosen with different group of age (under 18, 18 to 25, 26 to 35 and above 35), gender (70.8% female and 29.2% male), occupation (students and pupils, office workers, housewives, traders…) and income (less than 2 million VND, 2 – 5 million VND, 5 – 10 million VND and above 10 million VND). After that, the data was analyzed by SPSS software using descriptive statistic and regression analysis. The findings demonstrated that Price has no significant influence on consumer purchasing behavior on beauty products in Ho Chi Minh City. However, Online consumer review has the biggest impact on purchasing behavior of them since its significance level is 0.000 and Standardized Beta coefficient is the largest one among other independent factors.
In brief, there are only four factors that have impacts on consumer purchasing behavior towards beauty products in Ho Chi Minh City. Researcher also raised some recommendations for suppliers, retailers, manufacturers and for further research as well. The limitations of the research also mentioned in detail in the last chapter. Hopefully, the result of this study will be a useful contribution to the beauty products industry as well as further researches.