Vietnam growing in the most fast speed in South East Asia is positioning as the 1st cooperative country of Korea in terms of trade, investment, human exchange, tourism, especially beginning to emerge as the 3 largest export market of Korea since 2015. Among them, Korea occupies the 2nd position in cosmetic market following Thailand, and so it is needed to research the ways to increase the cosmetic market share of Korea, as the cosmetic market in Vietnam is getting more expanded by the high economic growth rate and interest in appearance. This research is carried out with the following objects.
First, advance research, scientific paper, introduction, report, journal and presentation data are collected to consider the character and current state of the cosmetic market and analyse the Korean and Vietnamese cosmetic market.
Seconds, it will be analyzed the cosmetic consumers' behavior and needs in Vietnam such as the cosmetic pursuit benefits, cosmetic purchase behavior, cosmetic preference by the empirical analysis.
Thirds, it will be analyzed the awareness of the Vietnamese consumers on the Korean cosmetic products.
The survey data have been collected, and the empirical analysis has been carried out , in order to find the awareness of the Vietnamese consumers on the Korean cosmetics such as the cosmetic pursuit benefits, purchase, preference.
The search results are as follows.
First, the skin protection is the highest purpose for the cosmetic purchase according to the analysis results of the consumers purchase behavior, and the applicability is also important the time to select the cosmetics. The information on the cosmetics is acquired by internet, and the purchase period depends on the time the cosmetics are needed, buying at the permanent discount shop. The most purchased item is color cosmetics answered by 73 persons(44.51%), and the practicality and functionality are the condition for the good quality cosmetics, and so each the aesthetic and functional role are related to the cosmetic purchase behavior, whereas it is founded the economical purchase behavior at the permanent discount shop and self deciding by internet search.
Seconds, the functional fact and the price level are important for the cosmetic pursuit benefits the time to buy the cosmetics. On the other hand, the ostentation desire using the premium cosmetics is not related to the preference on the import cosmetics, and the twenties shows the highest importance of cosmetic function according to the technical statistical analysis, and the female group shows 3.35 but the male group 2.93 regarding the color preference. Each the student, self employed and professional group shows 4.17, 4.08, 3.17 respectively regarding the material preference, but there are no differences among other questions according the residence area. This results outcome by testing the cosmetic pursuit benefits, and can be applied for the cosmetic marketing in Vietnam.
Thirds, the most preferred brand of Korea is Misha among the Vietnamese consumers by the reason of the rational price. The functional preference is related to the whitening effect, and the TV advertisement & PPL are answered as the most case for the first awareness on the Korean cosmetics by 56 persons(34.15%). Afterwards, the cosmetics are purchased through the known people, answered by 98 persons(59.76%). This special result indicates the visiting sales ratio is high and, the trust service influence the consumers based on the man to man proper explanation for the Korean cosmetics and the close human relationship.
It is analyzed the cosmetic market trends and consumer needs in Vietnam, and founded the awareness of the Vietnamese consumers on the Korean cosmetics by the above results. Therefore, they are expected to use the basic data for the successful market entry and effective management of Korean cosmetics in Vietnam.