Cosmetic Products Case Study

- Cosmetic product/ facial skin care product

Generally, cosmetic products are referred to chemical substance or natural substance to enhance human appearance. Wilson (2008) stated that “articles intended to be applied to the human body for cleansing, beautifying, promoting attractiveness, or altering the appearance without affecting the body’s structure or functions” .Today, with the increasing of women purchasing power, cosmetic consumption takes the form of being source of self-expression (Miller, 2006). Consumers started to turn to cosmetic from the clothes based on their affordability and accomplishment after comprehending the art of using cosmetic (Yamamoto, 2006). Cosmetic products have modernized Vietnam society, especially young generation

- Brand Loyalty

In 1969, Howard and Sheth were the first time to introduce the theory of buyer behavior regard to notion of brand consideration into marketing. In fact, brand loyalty is defined as the process of keeping consumer repeat the purchase to a specific product or service, regardless of convince or price. People believe that loyalty is closely associated with various factors; the experience of use is an example (Aaker and Keller, 1990). Customers may be loyal due to high switching barriers related to technical, economical or psychological factors, which make it costly or difficult for the customer to change. In another point of view, customers may also be loyal because they are satisfied with the brand, and thus want to continue the relationship (Fornell, 1992). Hamza (2011) found the significant relationship between the factors of brand loyalty and cosmetics brand loyalty. They are revealed as the brand name, product quality, price, promotion, service quality and store environment. Another factor to make consumer stay with brand loyalty is because of emotion. The positive emotions toward the brand basically translate to a higher

It is defined as the amount of money charged for having or using product or service, even the sum of the values from exchanging by consumers (Kotler & Armstrong, 2010). In terms of purchasing process, consumer looking for three main things included prices, convenience, and recommended by someone. Many marketers believe that the basic marketing tool of attention is price and the value of pricing can be measured into the effects of costs, markups, and side payments (Chintagunta, 2002). Previous studies also determined that some certain demographic groups such as females, married persons, elderly people and home workers are more responsible to evaluate and use price information consciously. Regarding of cosmetic industry, price framing even plays vital role on a brand name’s success compared to product quality factor. For some reasons, consumers buy facial skin care products to satisfy their egotist needs, not for their skin’s needs. Understanding consumer behavior, major cosmetic companies have set a high price framing to attract customer despite their low cost. Therefore, the price has its significant influence on the way people perceived product quality when it is the only information indicated available (Chang & Wildt,