A Qualitative Study on E-Purchasing Cosmetics Product Intention towards Luxury Brands in Vietnam

Kód výsledku v IS VaVaI

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Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

A Qualitative Study on E-Purchasing Cosmetics Product Intention towards Luxury Brands in Vietnam

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

A Qualitative Study on E-Purchasing Cosmetics Product Intention towards Luxury Brands in Vietnam

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2020

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

Presented and published at The International Conference on Business and Finance

ISBN

978-604-3-01914-8

ISSN

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e-ISSN

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Počet stran výsledku

10

Strana od-do

1-10

Název nakladatele

The International Conference on Business and Finance (ICBF)

Místo vydání

Ho Chi Minh City

Místo konání akce

Ho Chi Minh City

Datum konání akce

28. 8. 2020

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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