A comparative study of cosmetics purchasing behaviour in Thailand: An exploring of antecedent factors of cosmetics buying action
Authors: Oe, H. and Yamaoka, Y.
Conference: Japan Association of Performance Excellence、Spring 2015
Dates: 18 April 2015Abstract:
Thailand is an example of a developing country where a huge number of products from various countries imported including cosmetic products. Thai consumers may adopt particular buying behaviour basing various factors in order to buy products in a market place. The aim of this study is to analyse the consumers’ antecedent factors towards different brands of cosmetics, mainly focusing on the impact of CSR/ethical aspect of enterprises. As a result we found out for Kanebo, CSR element has no impact whereas quality has an important factor. The factor of significant influence on consumers purchasing intention was “Brand Loyalty”.