Professional Documents
Culture Documents
Đăng kí đề tài NCKH
Đăng kí đề tài NCKH
2 Lĩnh vực Kinh tế - Tài chính- ngân hàng- chứng khoán- kế toán- kiểm toán, ⬜
bảo hiểm - tín dụng
☒
- Thương mại- quản trị kinh doanh và du lịch- marketing
⬜
- Kinh tế học- kinh tế phát triển – kinh tế chính trị
- Luật Hình sự ⬜
- Luật Kinh tế ⬜
- Luật Quốc tế ⬜
5. INSTRUCTOR
Name: Phùng Thanh Bình
Faculty of Business Administration
Email: binhpt@uel.edu.vn
Research scope:
• Research about the countries’ images of skincare brands in the mind of consumers in
Ho Chi Minh City.
• Research the level of concern about the origin when customers purchase cosmetic
products in Ho Chi Minh City.
8. CONCEPTUAL BACKGROUND AND HYPOTHESES
Maslow’s theories.
We use Maslow's theories about personal growth and motivation published in 1943. According
to Maslow, human behavior is rooted in the desire to satisfy individual needs. From there,
analyzing the needs and desires of consumers about product origins when purchase cosmetic
products.
The effects of product class knowledge on information search behavior.
Brucks (1985) mentions about the prior nowledge that mean human behaviour processes
information via storing in memory. After the consumers use the product, consumers’
experience in memory related to a specific product in the form of encrypted brands’
presentation, product attributes, general product line news, and evaluation and choice rules.
From there which have various effects on product evaluations and customers’ behaviour for
choices depending on certain situations.
Categorization theory.
We used categorization theory of Gregan-Paxton and John to conceptually underpin our study
because categorization plays a central role in consumer behavior, and COO constitutes an
important category for consumers. Specifically, consumers make inferences about a brand’s
attributes from their knowledge of the brand’s origin. For example, Japanese image is
associated with "good quality". Keywords like "durable", "safe", and "genuine" are closely
associated with the national image of Japan. Thus, the COO serves as a signal that all members
of a category are likely to share some similar attributes.
9. RESEARCH METHODS
The report is made through 2 main steps: qualitative research and quantitative research.
Collecting data on research subjects by using survey methods for research subjects. Statistical
and comparison methods are then used to analyze the data. Finally, to adjust and build the
scale to suit the research objectives of the topic.
After selecting the satisfactory data, we encrypted, entered and cleaned the data by using SPSS
22 and MS Excel. Through SPSS, data will be processed to verify the model and hypotheses in
the model.
10. STRUCTURE
11. REFERENCES
Moslehpour, M., Wong, W. K., Van Pham, K., & Aulia, C. K. (2017). Repurchase intention of
Korean beauty products among Taiwanese consumers. Asia Pacific Journal of Marketing and
Logistics.
Augusta, E. D., Mardhiyah, D., & Widiastuti, T. (2019). Effect of country of origin image,
product knowledge, brand familiarity to purchase intention Korean cosmetics with information seeking
as a mediator variable: Indonesian women’s perspective. Dermatology Reports.
Sulu, A. C., Saerang, D. P., & Massie, J. D. (2016). The analysis of consumer purchase
intention towards cosmetic products based on product origin. Jurnal EMBA: Jurnal Riset Ekonomi,
Manajemen, Bisnis dan Akuntansi, 4(2).
Shahid, S., Ahmed, F., & Hasan, U. (2018). A qualitative investigation into consumption of
halal cosmetic products: the evidence from India. Journal of Islamic Marketing.
Ishak, S., Omar, A. R. C., Khalid, K., Ghafar, I. S. A., & Hussain, M. Y. (2019). Cosmetics
purchase behavior of educated millennial Muslim females. Journal of Islamic Marketing.
Zbib, I., Ghaddar, R., Samarji, A., & Wahbi, M. (2020). Examining Country of Origin Effect
among Lebanese Consumers: A Study in the Cosmetics Industry. Journal of International Consumer
Marketing, 1-15.
Statista. (2019). Market value of the cosmetics industry in Vietnam in 2016 and 2018.
Retrieved from https://www.statista.com/statistics/1022424/vietnam-market-value-of-cosmetics-
industry/
Statista. (2020). Cosmetics market in Vietnam - Statistics & Facts. Retrieved from
https://www.statista.com/topics/5335/cosmetics-market-in-vietnam/ 2
Jain, V., & Bariar, S. (2019). Analysis of mediation effect of country-of-origin image on brand
equity. International Journal of Business and Data Analytics, 1(1), 89.
doi:10.1504/ijbda.2019.098828 3
Agenda Timeline
13. IMPLICATION
The purpose of the research concentrates on how a country of origin influence customers’
purchase intention of skincare.
-This study ensures that when consumers in a Viet Nam misperceive local brands as
foreign ones (from more developed countries), this perception will have an enormous impact
on their attitudes towards the brands.
- Also, the findings supply precious information for domestic skincare enterprises as well
as marketing companies major in foreign brands to deeply understand how different
customers perceive between domestic and foreign products, especially skincare products.
-Such findings contribute to boosting marketing and competitive strategies; beauty
promotion strategies as well as government trade policies.
October 10, 2020 October 10, 2020
Register Instructor