The impact of brand on Thai female consumer in purchase decision of foreign makeup product

Abstract

Date: 2009-06-02 Program: International Marketing Authors: Anantaya Ponbamrungwong & Sirada Chandsawang Title: The impact of brand on Thai female consumer in purchase decision of foreign makeup product Research Question: Does brand equity affect Thai female consumer in foreign makeup product purchase? Purpose: to investigate the effect of brand on consumer purchasing decision of foreign makeup product. The outcome of the research would be beneficial to marketing professionals especially in Thai cosmetics-makeup industry to understand the target consumer-based brand equity regarding their purchasing decision. Method: The concepts of Brand equity and Purchase decision are chosen to study behavior of the target respondents; Thai female consumers who live in Bangkok, Thailand on their purchase decision of buying foreign makeup products. Conclusion: Brand equity does not totally affect Thai female consumer in their purchasing decision of buying foreign make up products. However, the respondents have the concept of brand equity: brand loyalty, brand awareness, brand associations and perceived quality in their mind but they did not generally relate the whole concepts to make a final purchase decision of foreign makeup products. Keywords: Cosmetic, Makeup products, Brand equity, Purchase decision

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