The impact of country - of - origin image consumer ethnocentrism, and perceived quality on purchase intention - The case of cosmetic products imported from Japan in Ho Chi Minh city
Abstract
In Vietnam, “the makeup industry is an attractive item for the consumers with various brands around the world, especially cosmetics imported from Japan with reasonable price and high-quality products from the natural. This is a big problem for Vietnamese products to compete with Japanese products in both Vietnam and the world market”.
Therefore, “the aim of this study is to examine the effects of the country-of-origin image, consumer ethnocentrism, and perceived quality on the purchase intention of foreign cosmetic products imported from Japan in Ho Chi Minh City”.
Besides that, “the questionnaire survey will be conducted with more than 250 respondents. They are potential consumers for purchasing foreign cosmetic brands, who are higher than eighteen years old and now living in Ho Chi Minh City. After that, the data collected will be analyzed by the quantitative method and illustrated by SPSS software. From the result of regression, I can figure out which factors have the strongest effect and positive or negative impact to purchase intention of Japanese cosmetics. Some recommendations will be made in order to help enterprises have a clearer picture and conquer Vietnamese consumers so that increase purchase intention”.
“However, “this research still has some limitations due to the small scope” of research. “
Keywords: “country of origin, ethnocentrism, perceived quality, purchase intention”