According to the Chemical Cosmetic Association in Ho Chi Minh City, 430 cosmetic brands operate in the country, of which 90% are well-known foreign brands. Comparatively, only a few Vietnamese cosmetic brand names are visible in the market, such as Saigon Cosmetics, My Hao Chemical Cosmetics and Thorakao... of the Lan Hao Company. The cosmetic industry in the country has high development and growth potential with an average turnover of 10,500 billion VND a year and an annual sale increase of 30%. However, Vietnamese cosmetic brands only satisfy the popular and lower end market segment currently. While income of people is increasing, consumer tastes and preferences for more sophisticated products are maturing and shifting towards quality brand names.
Vietnam as consumers to choose Korea cosmetics, attach importance to quality, reliability, origin and prefer excellent to high quality, functional and be relieved as the brand of the developed countries.
Korean cosmetics are getting very popular and it is among the five largest exporter of cosmetics to Vietnam and raising the name proudly in current.
The purpose of this study is to analyze the factors like quality, price, brand image, customer services, trust influencing on customer's satisfaction, customer's re-purchase intention and recommendation through Korean Cosmetics brand in Vietnam. In this study, we made a survey with 445 participants who used Korean cosmetics in Vietnam to test our proposed model and used SPSS 22 to make an analysis and find the results.
The results of this study indicated that customer's satisfaction, customer's repurchase intention and recommendation is affected by quality, price, brand image. customer services, trust.