XÁC ĐỊNH CÁC THUỘC TÍNH KÌ VỌNG CỦA MỸ PHẨM CHĂM SÓC DA TRÊN THỊ TRƯỜNG THÀNH PHỐ HỒ CHÍ MINH

Abstract

Objective:. The study was conducted to determine the expected attributes for the skin care cosmetics of consumers in Ho Chi Minh City in 2020. Subjects and Methods: Description of qualitative cross-section (interview) and quantitative cross-section description (issue of survey, combination analysis) of the attributes and attribute level of skin care cosmetics for consumers in Ho Chi Minh City. Results: The expected skin care cosmetic of consumers in Ho Chi Minh City in 2020 is skin care cosmetic originating from the United States, ingredients from nature, with anti-aging effects, formulated under cream form, does not contain corticoid, and has a selling price ranging from 300.000 VND to under 500.000 VND. Conclusion: Research has found skin care cosmetics that suit the trends of consumers in Ho Chi Minh City in 2020 and provide additional information on specific consumer groups from which businesses can identify the preferred attributes of the customer segment that they target