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

2017 IJRSM – Volume 6 Issue 2


Luong, Duy Binh
Department of Business Administration, Saigon University, Vietnam (

Vo, Thi Huong Giang*
Department of Business Administration and Tourism, Ho Chi Minh City University of Food Industry, Vietnam (

Le, Khoa Nguyen
Center for Development Study, HCM Open University, Vietnam (


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.

Keywords: country of origin; price; brand; cosmetics; Vietnam



*Corresponding Author