Consumers' Research on Cosmetic Brands Preference and Purchasing Behavior: Thai Brands and Chinese Domestic Brands

Nico Irawan; Cai Yun Pu

doi:10.31538/iijse.v3i1.750

Nico Irawan International College of Rajamangala University of Technology Krungthep, Thailand
Cai Yun Pu Rajamangala University of Technology Krungthep Thailand

DOI: https://doi.org/10.31538/iijse.v3i1.750

Keywords: Consumer Chinese Goods Awareness, Brand Preference, Brand Identity Cognition, Brand Purchase Behavior

Abstract

The research theme is put forward under the realistic background of the development of Thai cosmetics in the Chinese market. Intends to start from cosmetics, with some college students and working youth groups as samples to study the evolution of Thai cosmetics in the Chinese market. Based on reviewing the research results of related topics at home and abroad, this paper draws on the classic consumer ethnocentrism and Chinese goods purchasing behavior relationship model, collects data through questionnaires, and uses SPSS data analysis software to trust the recovered data, validity test, and regression analysis to test each hypothesis. The results confirmed the consumer's relationship between the category of cosmetics, Chinese goods awareness and brand preference, brand identity perception and purchase, and their variables in the context of Chinese and Thai brands.

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