A Study on Vanity Trait, Brand Image and Self-Concept Affecting Purchasing Behavior of Consumer: A Case of Cosmetic Products

Abstract

In the 21st century of today, international economic situation have been growing up rapidly in the recent years. Furthermore, among the Asia Pacific markets, Vietnam is the fastest growing market. The general purpose of this study is to investigate the relationship between Vanity Trait, Brand Image, Self-Concept and Consumer’s Purchasing Behavior using quantitative methods. The study attempts to find out the elements affecting consumers’ purchasing behavior of consuming cosmetic products. We use convenience sampling questionnaire to execute the samples and ANOVA, T-test, Regression Analysis and Discriminant Analysis apply to confirm the relationships of hypothesis. This study randomly surveyed 350 Vietnamese participants who have experience in consuming cosmetic products in Vietnam market and received a total of 308 valid questionnaires. The results showed that except the function of cosmetic product weren’t significant influenced consumer’s ideal self and the symbolic of cosmetic product weren’t significant influenced consumer’ actual self, all of factors significantly influence. For the construct of Purchasing Behavior, we have only four significant predictors, namely Experience with Self concept score, Function with Self concept are the strong predictors and Symbolic of Brand Image, Self Concept are the poor predictors when customer purchases Other brand, except those cosmetic brand like Shiseido or The Faceshop, or Maybelline, or Avon, or Oriflame. The results of this study are hoped to be the efficient constructive sources for the marketing researchers to understand the critical factors that influence Vietnamese consumer’s cosmetic consumption and contribute the competitive marketing campaigns in Vietnam market.