Recently, the report of Brandsvietnam has showed that the annual sales of cosmetics market in Vietnam reached about 702.4 million USD in 2015. Based on high economic growth rate and need for appearance enhancement, the cosmetics sector of Vietnam has been believed to have a significant potential growth recently. Vietnamese women are willing to pay a lot of money for mid-end and high-end cosmetics. Besides, they are also more cautious of the origin of the products than ever because the market is currently flooded with mislabeled and low-quality products.
The studies of Bilkey & Nes (1982) suggested that consumers in developed countries prefer domestic products to foreign products while consumers in developing countries are fond of foreign products …show more content…
Rationales and Problems statement
In 2008, Korean cosmetics took up 30% market share of imported cosmetics products in Vietnam while Europe, Japan, Thailand and USA held 23%, 17%, 13%, 10% market share respectively. Moreover, Vietnam Economic Times’ 2015 pocket survey also suggested that among foreign cosmetics brands, Korean products are the most commonly used by Vietnamese consumers, recording 46% of the response (“What & why”, 2015). It showed that Korean cosmetics have been extremely popular among Vietnamese consumers.
Nowadays, many Vietnamese young people are infatuated with Korean culture – music, movies, dramas, TV shows, cuisine or celebrities… Thanks to Korean entertainment; more and more people are exposed to Korean make-up styles and trends, which is one of the major reasons Korean cosmetics receive a lot of interest from Vietnamese consumers. The number of Korean brands entering Vietnam’s cosmetics market keeps rising, without any sign of slowing down. Big Korean brands in Vietnam such as Ohui, The Face Shop, Etude House, Skinfood, Missha, Tony Moly, Innisfree…all achieved a considerable amount of success, became favorite brands to many consumers and gathered a lot of positive …show more content…
Convenience sampling’s purpose is to obtain a sample of convenient elements. Therefore, the online survey will be distributed to female students in International University – VNU Ho Chi Minh City; female users of online forums such as Webtretho, Eva.vn, Lamchame…; female members of Facebook groups focusing on discussing or selling cosmetics. The link to the online survey will also be posted on the Vietnam Facebook fanpages of famous Korean cosmetics brands such as Innisfree, Etude House, The Face Shop… and other female-oriented fanpages such as Blogtamsu, online cosmetics shops... Furthermore, the questionnaires will be handed to target respondents in front of some office buildings, department stores, shopping malls and Korean cosmetics showrooms in Ho Chi Minh City.
Sample size:
It is important to choose the right respondents because choosing wrong respondents can bring about invalid and insignificant research results. The sample size for this research consists of 150-200 respondents to make sure the sample is representative of the population. The 2 biggest groups of target respondents would be female students who are increasingly interested in make-up and skin-care products and female office workers who are willing and able to spend a lot of money on high-quality
The studies of Bilkey & Nes (1982) suggested that consumers in developed countries prefer domestic products to foreign products while consumers in developing countries are fond of foreign products …show more content…
Rationales and Problems statement
In 2008, Korean cosmetics took up 30% market share of imported cosmetics products in Vietnam while Europe, Japan, Thailand and USA held 23%, 17%, 13%, 10% market share respectively. Moreover, Vietnam Economic Times’ 2015 pocket survey also suggested that among foreign cosmetics brands, Korean products are the most commonly used by Vietnamese consumers, recording 46% of the response (“What & why”, 2015). It showed that Korean cosmetics have been extremely popular among Vietnamese consumers.
Nowadays, many Vietnamese young people are infatuated with Korean culture – music, movies, dramas, TV shows, cuisine or celebrities… Thanks to Korean entertainment; more and more people are exposed to Korean make-up styles and trends, which is one of the major reasons Korean cosmetics receive a lot of interest from Vietnamese consumers. The number of Korean brands entering Vietnam’s cosmetics market keeps rising, without any sign of slowing down. Big Korean brands in Vietnam such as Ohui, The Face Shop, Etude House, Skinfood, Missha, Tony Moly, Innisfree…all achieved a considerable amount of success, became favorite brands to many consumers and gathered a lot of positive …show more content…
Convenience sampling’s purpose is to obtain a sample of convenient elements. Therefore, the online survey will be distributed to female students in International University – VNU Ho Chi Minh City; female users of online forums such as Webtretho, Eva.vn, Lamchame…; female members of Facebook groups focusing on discussing or selling cosmetics. The link to the online survey will also be posted on the Vietnam Facebook fanpages of famous Korean cosmetics brands such as Innisfree, Etude House, The Face Shop… and other female-oriented fanpages such as Blogtamsu, online cosmetics shops... Furthermore, the questionnaires will be handed to target respondents in front of some office buildings, department stores, shopping malls and Korean cosmetics showrooms in Ho Chi Minh City.
Sample size:
It is important to choose the right respondents because choosing wrong respondents can bring about invalid and insignificant research results. The sample size for this research consists of 150-200 respondents to make sure the sample is representative of the population. The 2 biggest groups of target respondents would be female students who are increasingly interested in make-up and skin-care products and female office workers who are willing and able to spend a lot of money on high-quality