HCM CITY NATIONAL UNIVERSITY SOCIALIST REPUBLIC OF VIETNAM

UNIVERSITY OF ECONOMICS AND LAW Independence - Freedom - Happiness

Hồ Chí Minh city, October 10, 2020

REGISTRATION OF STUDENT SCIENCE RESEARCH TOPICS IN 2020

1. TOPIC: The Influence of Country-of-origin on Consumers’ Purchasing Intention on beauty

and cosmetics products in Ho Chi Minh City
2. CODE:
Research field: Business Administration
TT TÊN LĨNH VỰC CHUYÊN NGÀNH Chọn
1 Giáo dục - Giáo dục học ⬜
- Quản lý giáo dục ⬜
- Tâm lý giáo dục
⬜
- Giáo dục thể chất
⬜
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 ⬜
3 Lĩnh vực Pháp lý - Luật Dân sự ⬜
- Luật Hình sự ⬜
- Luật Kinh tế
⬜
- Luật Hành chính
⬜
- Luật Quốc tế
⬜
4 Lĩnh vực Tài - Tài nguyên ⬜
nguyên và Môi - Môi trường ⬜
trường - Công nghệ môi trường
⬜
- Kỹ thuật môi trường
⬜
5 Lĩnh vực Công - Toán tin ⬜
nghệ thông tin - Công nghệ thông tin ⬜

3. PERFORMANCE TIME: 6 months.

 4. STUDENTS IMPLEMENTING THE TOPIC:

Năm Nhiệm
STT Họ và tên MSSV Điện thoại Email Khoa
sinh vụ

1 Nguyễn Toàn K1840 Saont18407ca@st. Nhóm

2000 0972703126 QTKD
Sao 70967 uel.edu.vn trưởng
2 Nguyễn Ngọc Trannn18407ca@st Thành
K1840 2000 QTKD
0931066600
Trân 70975 .uel.edu.vn viên
3 Nguyễn Thu Thuynt18407ca@st Thành
K1840 2000 QTKD
0919446077
Thủy 70970 .uel.edu.vn viên
4 Nguyễn Thị Thanhntt18407ca Thành
K1840 2000 QTKD
0944430236
Thanh Thanh 70968 @st.uel.edu.vn viên
5
Nhinty18407ca@st Thành
Nguyễn Thị K1840 2000 0344755976 QTKD
70965 .uel.edu.vn viên
Yến Nhi

5. INSTRUCTOR
Name: Phùng Thanh Bình
Faculty of Business Administration
Email: binhpt@uel.edu.vn

6. INTRODUCTION OF RESEARCH CONCEPT

Nowadays, our developed economies world has experienced innumerable impacts from
free trade and open market. Domestic brands had been in a tenacious period to survive due to
the competitiveness and launching of many well-known foreign brand names. This can lead to
many serious issues because Vietnam citizens have developed with higher living standards and
income so they are required to have wider selections and quality products to satisfy their basic
needs and wants. Moreover, people especially teenagers are more and more caring about their
appearance and personal image, there is a raising need for cosmetics and beauty products in
the modern world because people began to believe that they must have a good-looking and
beautiful dress up daily practices.
As a result, recent years saw significant growth in consumer cosmetic and beauty
purchases. The market share for these products expanded rapidly, according to Statista (2020),
1 cosmetic and beauty market share in Vietnam accounted for 2.32 billion dollars in 2018,
increasing 0.57 billion dollars when compared with the 2016 figure. This can be considered a
healthy number and it is anticipated to become a potential market for domestic and foreign
companies to pour investment in this market in the future. Regarding the net export from
foreign brands, there was a noticeable share in the cosmetic and beauty sectors. The figures
were 355 million in 2010 and then rapidly rise to 790 million in the next eight years, more than
double its revenue in the past (Statista, 2019). The reason for this trend is that some Vietnam
traditional brands are lacking promotion strategies, innovation attributes, and efficient
distribution channels. Then cannot compete with the high reputation and widespread brand
awareness of foreign brand who are doing well in their business all over the world.
These above problems have risen our concern to research these fields. Consumer
buying decision marking is much more effective by the origin of the product, especially in
skincare and makeup, their preference about this country can change their mind and attitudes
toward the product images (Jain and Baria, 2019). Country of origin (COO) is a basic standard
for a consumer to develop their judgment and evaluation of the product’s quality and
performance. Consumers are most concerned about the product ingredients and chemical
material they are using because it will directly affect their health and absorb into their bodies
in the long run of usage. Consequently, COO becomes strongly affect in the process of product
evaluation especially for consumers who are exposed to multinational products. When in the
situation that the information is scarce, the COO is the only piece of information for a consumer
to depend on.
Therefore in other to find an alternative solution against these factors for domestic
cosmetic and beauty brands in Vietnam, the thesis about “The Influence of Country-of-origin
on Consumers’ Purchasing Intention on beauty and cosmetics products” will give more detail
knowledge about how these impacts influent on consumer buying decision and provide
Vietnamese brand more opportunity to develop and compete in their market.

7. TARGET OF RESEARCH, SUBJECTS, SCOPE

Target research:
• Find out the impact of the country-of-origin on customers’ purchasing attitudes and
intentions towards cosmetics.
• Advising programs, production policies and marketing strategy suitable for domestic
cosmetic enterprises.

Research objectives: all individuals from 18 to 40 years old, who are living, studying and
working in Ho Chi Minh City.

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 knowledge 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
This research contains three chapters.
- Chap 1: an overview of the skincare industry

- Chap2: some factors which affect customer’s purchase intention of skincare.

- Chap3: some suggestions for Vietnamese skincare companies to become more overwhelming
than foreign ones.

11. REFERENCES
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.

Iftekhar, A. (2015). Impact of Product’S Country of Origin on Consumer Buying

Behavior (Case Study of Beauty Care Products). European Journal of Business and
Management, 7, 127-137.
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.
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
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.
Shahid, S., Ahmed, F., & Hasan, U. (2018). A qualitative investigation into
consumption of halal cosmetic products: the evidence from India. Journal of Islamic
Marketing.
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

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).

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.
12. RESEARCH PLAN

Agenda Timeline

1. Develop a detailed outline of the topic. 01/10/2020 to 14/10/2020

2. Conducting data collection on the UEL 10/2020

Economic - Financial Research CenterThu thập,
phân tích và đánh giá số liệu.

3. Research the theory of each specific content of 12/2020

the topic

4. Write articles, edit articles 01/01/2021 to 15/02/2021

5. Write a final report on the official topic 16/02/2021 to 28/02/2021

6. Prepare to defend and defend your topic 03/2021

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

Nguyễn Toàn Sao Phùng Thanh Bình

October 10, 2020
FACULTY OF BUSINESS ADMINISTRATION