Studying consumer buying behavior is important for businesses.

Only by understanding
customers can they turn consumers into loyal customers of the business, can they compete with
competitors selling the same items.

Figure 1: Consumer preferences in domestic or international brand

According to the data gathered from the survey, it can be seen that up to 53.5% of consumers
choose body scrub products of domestic brands and the remaining 46.5% choose international
brand. After 5 years of implementing the campaign "Vietnamese people prioritize using
Vietnamese goods", Vietnamese consumers have become deeply aware and changed their
consumer behavior towards prioritizing the purchase of domestically produced goods instead of
buying foreign goods that have existed for a long time. However, Vietnamese consumers are also
increasingly demanding domestic products with high quality and want to be different. This
requires businesses to pay more attention to researching and analyzing socio-cultural factors,
especially factors, roles and status of buyers when deciding to launch new products. These
analyses will help Vietnamese brands adapt to market changes and catch up with new trends.
Consumers are living in a society, so their behavior is influenced by many factors in modern
society.  These are socio-cultural factors (culture, cultural branch, social status), social factors
(reference group, family, role and status), psychological factors, personal nature.
With domestic body scrub, most consumers tend to choose Cocoon brand products (61.5%).
Cocoon is known by many consumers for its benign and effective natural products. Cocoon
attracts attention in the market and attracts consumers by the thoughtfulness of innovative forms,
designs, and packaging, but the quality is not inferior to other cosmetic brands. Not only that, but
Cocoon’s marketing strategies also become a symbol in the eyes of consumers with a humanistic
and close message.
In addition to Cocoon's marketing strategy, consumers are also influenced by Community in
general, In-person friends, Virtual friends or family. Before deciding to make a purchase,
consumers always tend to consult with relatives, or opinions from people around them about the
product. The more intense the attitudes of others (friends, family, communities,) and the closer
they are to the consumer, the more likely it is that the consumer reframes the decision to buy
goods according to that person.
 Figure 2:The payment of body scrub for each occupational object

Each product or service will be compatible with one or more different customer files. Depending
on the nature of each individual's work or income, they can pay for Cocoon's body scrubs at
different prices. Based on the chart surveyed above, the difference in payment in 4 price
segments with 3 main customer segments are college students, white-collar workers and
secondary - high school students. With prices between $5 and $10 being considered as an
affordable price, the 3 customer segments mentioned above are willing to spend the most to buy
body scrubsfr, of which the most purchases come from college students. There is no big
fluctuation between 2 price segments between $10 - $25 and below $5, and with prices above
$25 with the least amount of payment. Thereby, it can be understood that each career also has
different shopping needs to suit the profession. A person's occupation also affects the purchase
and consumption of their goods. And the choice of product, here specifically the price, is also
greatly influenced by the economic circumstances of the person. Their economic circumstances
include their spendable income, savings and assets, debt, ability to borrow, and attitudes toward
spending and saving. So, marketers can take measures to redesign, reposition and price their
products so that they continue to ensure value for target customers.
 Figure 3 : The place for buying body scrub

From the above survey chart, there are 3 sources that customers choose to buy products: E-
commerce platform (Shopee, Tiki, Lazada); Intermediaries (Watsons, Hasaki, Guardian,) or
Micro retailers on social media. Each source of information also performs different functions to
some extent that influence consumers' purchasing decisions. The ratio of choosing to buy
products from e-commerce platforms accounts for the highest of 67.1%, through which
customers can look up a lot of information from products or compare prices. In addition,
shopping on commercial platforms also has many attractive promotions about discount policies
for products, easier to reach and attract consumers.

https://goacademy.vn/hanh-vi-nguoi-tieu-dung/
https://vinaeconomy.net/nhung-yeu-to-ca-nhan-anh-huong-den-hanh-vi-mua-sam-
cua-nguoi-tieu-dung/
https://icheck.com.vn/nghien-cuu-tam-ly-tieu-dung-hang-ngoai-cua-nguoi-viet-hien-
nay/
https://kinhtedothi.vn/xu-huong-cao-cap-hoa-cua-nguoi-tieu-dung.html
https://www.brandsvietnam.com/congdong/topic/324078-Chien-luoc-Marketing-
cua-Cocoon#:~:text=V%E1%BB%9Bi%20s%E1%BB%B1%20c%E1%BA%A1nh%20tranh
%20kh%E1%BB%91c,ng%C6%B0%E1%BB%9Di%20ti%C3%AAu%20d%C3%B9ng
%20%C6%B0a%20chu%E1%BB%99ng.
https://trithuccongdong.net/tai-lieu-quan-tri/qua-trinh-ra-quyet-dinh-mua-cua-
nguoi-tieu-dung.html