Cosmetic Brand Preference and Purchasing Behavior: Comparison of Thai And Chinese Domestic Brands

Abstract

With the arrival of economic globalization, market competition is more and more intensely, new opportunities and new challenges are waiting for cosmetics industry. The study approached with cosmetics, with sample of college students and working youth groups, especially to investigate the preferences and purchases of Chinese consumers for Thai and Chinese cosmetics brands. The thesis learns from the classic consumer ethnocentrism and Chinese goods purchasing behavior relationship model. The data are collected by tests and questionnaire and analyzed by software SPSS. The results of the study analyzed the relationship between Chinese consumers' commodity awareness and brand preference, and the variables relationship under the ground of Chinese and Thai brands. Provides Chinese consumers with a general understanding of the differences between Thai cosmetics and Chinese cosmetics brands. Help Thai cosmetics manufacturers to gain a deeper understanding of the Chinese market and consumers and formulate effective strategies to enter the entering China.

An Independent study submitted in partial fulfillment of the requirement for the Master of Business Administration of International College, Rajamangala University of Technology Krungthep