A study on men's purchase intention of Korea cosmetics in HCM City - Vietnam market

Abstract

In this thesis, we focus on exploring the factors influencing purchase intention of male in purchasing Korea cosmetic products in Viet Nam, particularly in Ho Chi Minh City. In addition, the possible impacts of cosmetic consciousness on the relationship between variables and purchase intention are also investigated. In order to obtain the experimental data for the research, a number of surveys was conducted to 321 male candidates. Consequently, the obtained data are analysed by Factor Analysis and Multiple Regression technique to deploy the research with some factors, including Product Attributes, Normative Influences, Self-concept, and Perceived Risk towards cosmetic products and purchase intention. The finding of the study was used to build up the marketing strategy for the men’s cosmetic and persuade men’s customer to buy more Korea cosmetic Keywords: Cosmetic for Men, Purchase Intention, Korean Cosmetic.