The impacts of country of origin, price, and brand on consumer behavior toward cosmetics products: A review of Vietnam

Abstract

Along with the increasing needs of beauty and personal care in modern life, cosmetics become more and more necessary for not only women but also men all over the world. Based on the papers with relevant theories and literature included, this study gave an overview of the impact of extrinsic cues related to cosmetic products such as brand, price and country-of-origin (COO) on female consumers, and also the cosmetic industry in Vietnam. The results may help generate a possible model or basis for the future research on consumer behavior.

Research on the Popularity of Cosmetics and its Future in Vietnam Marke

“…In addition, Choi (2014) also mentioned that the Vietnamese market was mainly influenced by the Korean wave and 西山茂 (2014) pointed out that the number of Japanese companies expanding into Vietnam is increasing. Because of the interference of countries, product products become diverse, especially from countries with great influence, so Luong et al (2017) to attract consumers, marketers has come to appreciate, recognize and utilize brands and products as a useful marketing tool. According to Ngoc (2014), brand loyalty including perceived quality and country of origin is assessed as having a positive and significant influence on the overall brand value of consumers.…”

“…The market for cosmetics and beauty products has grown significantly as consumers have increased their According to (Table 2), with the purpose of giving consumers' views on domestic and foreign products, the data shows that Vietnamese consumers are satisfied with foreign products, because of many reasons but Vietnamese products are lagging behind, and there is no way to compete with foreign firms. Businesses need to find out the reasons that motivate and create consumers' purchasing decisions as well as their buying habits as mentioned by Luong et al (2017).…”