The impacts of country of origin, price, and brand on consumer behavior toward cosmetics products: A review of Vietnam

Abstract

Along with the increasing needs of beauty and personal care in modern life, cosmetics become more and more necessary for not only women but also men all over the world.Based on the papers with relevant theories and literature included, this study gave an overview of the impact of extrinsic cues related to cosmetic products such as brand, price and country-of-origin (COO) on female consumers, and also the cosmetic industry in Vietnam.The results may help generate a possible model or basis for the future research on consumer behavior.

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