A Qualitative Study on E-Purchasing Cosmetics Product Intention towards Luxury Brands in Vietnam
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F20%3A63525200" target="_blank" >RIV/70883521:28120/20:63525200 - isvavai.cz</a>
Result on the web
—
DOI - Digital Object Identifier
—
Alternative languages
Result language
angličtina
Original language name
A Qualitative Study on E-Purchasing Cosmetics Product Intention towards Luxury Brands in Vietnam
Original language description
Over the past decades, the “luxury” cosmetics segment in Vietnamese market has been incredibly expanded. This reflects an unprecedented demand of customers in this country towards reputable luxury brands from the US, and European countries such as Germany, the UK, and France, as well as other developed Asian countries including Japan, and South Korea. this research studied luxury value aspects (personal and social) of luxury cosmetic brands and their impact on consumer attitudes and usage behavior, with a focus on women consumers. The qualitative results indicate that social factors including fashion trends, life-style, famous brands, and recommendations from popular beauty Facebook/YouTube bloggers are among key factors increasing the intention to buy those luxury products in the first time. Nevertheless, customers are more concerned about the actual quality of products and the price promotion when purchasing online the same brands in the subsequent times. Furthermore, Hence the symbolic and psychological traits among consumer will show their willingness to buy and preferences on luxury cosmetic brands. The findings of this study provide valuable insights to marketers and managers to understand consumer trends, attitudes and behavior in the luxury cosmetic market and develop marketing strategies to successfully market their products.
Czech name
—
Czech description
—
Classification
Type
D - Article in proceedings
CEP classification
—
OECD FORD branch
50204 - Business and management
Result continuities
Project
—
Continuities
V - Vyzkumna aktivita podporovana z jinych verejnych zdroju
Others
Publication year
2020
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
Presented and published at The International Conference on Business and Finance
ISBN
978-604-3-01914-8
ISSN
—
e-ISSN
—
Number of pages
10
Pages from-to
1-10
Publisher name
The International Conference on Business and Finance (ICBF)
Place of publication
Ho Chi Minh City
Event location
Ho Chi Minh City
Event date
Aug 28, 2020
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
—