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FACTORS AFFCTING CHINESE CONSUMERS' PURCHASE INTENTION ON FACIAL MAKE-UP COSMETICS |
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| รหัสดีโอไอ | |
| Creator | Zihong Huang |
| Title | FACTORS AFFCTING CHINESE CONSUMERS' PURCHASE INTENTION ON FACIAL MAKE-UP COSMETICS |
| Contributor | Piraphong Foosiri |
| Publisher | University of the Thai Chamber of Commerce |
| Publication Year | 2560 |
| Journal Title | UTCC International Journal of Business and Economics |
| Journal Vol. | 9 |
| Journal No. | 1 |
| Page no. | 171-189 |
| Keyword | Facial make-up cosmetics, Demographic, Marketing mix, Promotion mix, Consumer purchase intention |
| URL Website | http://ijbejournal.com/ |
| Website title | ijbejournal |
| ISSN | 1906-5582 (paper) |
| Abstract | With the development of economy growth rapidly in nowadays of China, the progress of the society, the increase of people's consumption level and people's consumption concept has been changed a lot as before. The demand of facial make-up cosmetics has continued rapid growth which brings new markets, new challenges and opportunities to the cosmetics industry. China's facial make-up cosmetics market share is still far insufficient. Thus the research on factors affecting Chinese consumers purchase intention becomes an important determinant of cosmetics enterprises to improve the product market competitiveness. This research thorough examine the influence of demographic, marketing mix (4Ps) and promotion mix towards Chinese consumers purchase intention on facial make-up cosmetics. To make cosmetics enterprise enable to capitalize on these factors to optimizing their appropriate marketing strategies for better communication with their consumers and to achieve a better development. This research divided into 5 parts: Part 1 is the introducing the research details including problem statement, objectives, significance, research questions, scope, expected benefit and the operating definition. Part 2 is the review of the literature which including related research, conceptual framework and research hypothesis. Part 3 is the methodology of the research which including research design, research tools, research survey, data collection and data analysis. Part 4 is the result of the study. Part 5 is the conclusion and discussion of the research. |
