Management Science Letters 10 (2020) 3097–3106

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Management Science Letters

homepage: www.GrowingScience.com/msl

Factors affecting the choice of buying Korean cosmetics

Tuan Anh Lea,b, Nhu Quynh Thi Maia,b, Nhi Van Voc, Nguyen Thi Huyen Tramd* and Nhan Le Nguyena,b

aPhD Student, Faculty of Accounting, Duy Tan University, Da Nang, 550000, Vietnam
bInstituteof Research and Development, Duy Tan University, Da Nang, 550000, Vietnam
cFaculty of Accounting, University of Economics Ho Chi Minh City, Vietnam
dHCMC University of Technology and Education, Ho Chi Minh city, Vietnam

CHRONICLE ABSTRACT

Article history: The purpose of this study is to evaluate the factors that influence students' choice of buying Korean
Received: March 3, 2020 skincare products in Da Nang city. Through the use of appropriate research methods, the authors
Received in revised format: have found that there are 5 factors affecting the choice of buying skincare cosmetics in descending
March 25 2020
order: Price; Advertising-promotion; Product; Brand products and ultimately psychology. Through
Accepted: May 11, 2020
Available online: this result, Korean cosmetics manufacturers and businesses will have a way to reach students who
May 11, 2020 are residing in Da Nang, where there are a number of universities to increase profits.
Keywords:
Cosmetics
Korean
Female students
Da Nang © 2020 by the authors; licensee Growing Science, Canada

1. Introduction

Today's economy is growing, people's income levels are improved and raised, and the need to take care of themselves is also
more important (Nematollahi, 2019; Sanny et al., 2020; Phong et al., 2020). Since then, the interest of both genders on the
appearance is increasing, so that cosmetics gradually become a familiar consumer product of everyone, especially young
people. In Vietnam, cosmetic brands appear in many different forms to help consumers have more choices (Parboteeah et al.,
2009; Kawa et al., 2013; Prakash & Sharma, 2016). Moreover, the Vietnamese market is considered a potential market in the
cosmetics industry, especially for young people. In 2018, according to data from Mintel, a global market research firm based
in London, Vietnam's cosmetics market is worth about 2.3 billion USD and is expected to increase to 3 billion USD by the
year 2020 due to the growing number of middle-class people. Realizing the great potential for consumption and high profit in
Vietnam market, many cosmetic manufacturers have chosen Vietnam to invest and trade in products especially Korean cos-
metic manufacturers. Along with the strong spread of the Korean Wave, Korea is inherently the cradle of many beauty prod-
ucts that have landed in the Vietnamese market relentlessly with a variety of cosmetic brands and types. Currently, the pres-
ence of many leading Korean skin care cosmetics with leading names in Vietnam market such as Laneige, Innisfree, Ohui,
Atomy, Murad, etc. is the reason for consumers who have their choice for their own face care cosmetic line (Trong & Ngoc,
2008). Korean skin-care cosmetic companies have always tried to build their own brand by paying attention to consumer
behavior, product quality and have built appropriate marketing strategies to bring the highest efficiency for our products (Quan
et al., 2020).

* Corresponding author.
E-mail address: huyentram0210.nguyen@gmail.com (N.T.H. Tram)

© 2020 by the authors; licensee Growing Science, Canada

doi: 10.5267/j.msl.2020.5.013
3098

Currently, foreign brands account for 90% of Vietnam's cosmetic market share, with Korea headed by the leading supplier in
Asia. Korean music, fashion and movie content and dramas are extremely popular throughout Asia. The successful export of
culture makes the outstanding development of their cosmetics field understandable, especially when the Vietnam-Korea Free
Trade Agreement 2015 has cut tariffs between the two countries. Besides, there is a continuous increase in cosmetic surgery
services, beauty treatments, therapies and anti-aging preparations. According to data provided by the Ho Chi Minh City Cos-
metics Association, South Korea accounts for the largest proportion of foreign cosmetic sales in Vietnam with 30% market
share. The EU ranked second with 23%, followed by Japan (17%), Thailand (13%) and the US (10%), the remaining countries
contributed 7%.

In Da Nang city, beauty is not only focused on office workers or those who have worked, but beauty jobs are also popular for
students, especially female students. For female students of about 60,000, this is a quite potential market. With the need to
beautify themselves, be confident in front of the crowd or be more confident with their peers when they go to school, female
students have chosen to use skin care cosmetic products for themselves. Especially, nowadays, Korean-branded skin care
products are gaining popularity in Korean cosmetic stores on the market of Da Nang City, which are always trusted by women.
Korean cosmetic products are highly appreciated for their brand name, quality and price. With the current trend of using
Korean cosmetic products of female students, the purpose of the article is to evaluate and identify the factors that influence
the decision to buy skin care products. From the female students, through this research, businesses and cosmetics shops selling
Korean skincare products set out policies and strategies to attract more and more consumers.

2. Literature Review

Kumar et al. (2014) conducted research on the factors that influence consumer buying behavior when buying cosmetic prod-
ucts and the results indicate that Psychological factors had the strongest influence, followed by the influence of those factors
that are individual, social and finally cultural factors. In addition, Boonmee (2015) conducted a study to examine and find out
what factors influence the decision to buy Korean cosmetics and the reasons why Korean cosmetics are so popular in Thailand
and become the leading rank in the cosmetic market. The results displayed in descriptive statistics to present the percentage
results that are used to analyze data for consumers in the Bangkok area and Cross tabulations were used to find out the
relationship of the respondent with the specific characteristics of the study.

As a result, there are consumer behaviors, brands and marketing that strongly influence the purchasing decisions of Thai
women when buying Korean cosmetics. As for the effect of origin in Korea, the image and music culture, especially the K-
Pop movement, did not affect Thai women 's decision to buy cosmetics since customers focused on trade, brand and product,
pricing, channel, marketing and marketing mix more than the source of the product. The results of the study show that sub-
jective norms, beliefs, attitudes, sources of information and advertising, physical attributes, psychological and cognitive at-
tributes influence the buying intentions of Thai female customers. However, the researcher found that customers had a positive
attitude toward Korean cosmetics since the Korean country has a higher level of trust in fashion and the K pop trend is more
popular in Thailand.

Kajapriya and Surya (2015) showed the factors affecting female consumers when buying cosmetic products and the satisfac-
tion level of female consumers on the cosmetic products they use, namely Quality, Brand, Skin care, Impact from friends /
family, Advertising. The result of this study is that all women preferred to use cosmetic products regardless of their age and
the factor that most influenced cosmetic consumers was “product quality factor”. Latha (2017) performed a survey on the
process of researching and analyzing the factors and reported that over 63.95% of the influencing factors were: (1) price both,
(2) attractive packaging, (3) promotion, advertising, (4) ingredients and (5) storage. The results of the study indicated that the
“price” factor maintained the most influence on consumers' decision to buy cosmetics in Chennai.

In Vietnam, there have been many works related to cosmetic purchasing decisions, including Nguyen Ngoc Dan Thuy (2014)
who showed the factors affecting consumer behavior and purchasing decisions of cosmetics. Consumers in Ho Chi Minh City
for Dermalogia skin care cosmetics include 5 elements including Price, Safety, Nature, Brand, and People. Le Thi Hoang Van
(2010) performed a research on the market of cosmetic use in Vietnam in general and in Da Nang City in particular. In the
topic, there are 8 factors affecting cosmetic consumption behavior of consumers in Da Nang City, namely: (1) Quality, (2)
Brand, (3) Novelty, ( 4) Entertainment, entertainment, (5) Price, (6) Disagreement, carelessness, (7) Habits, (8) Confusion
due to too many choices. This research has shown that when consumers interact with different markets, there are factors that
influence different consumer behaviors. The results of this study are: The factor “Price” has the most influence on cosmetic
consumption behavior of consumers in Da Nang City, while the factor “Confused due to too many things” did not really affect
the research model, or it can be said that it has very little impact on the model.

Nguyen Thi My Dung et al. (2015) studied the level of Korean cosmetic use of students at the Department of Korean Studies
at Ho Chi Minh City University of Social Sciences and Humanities and identified which factors are really affecting cosmetic
use, control the use of cosmetics, and choose the products that suit the needs of each Korean student at the University of Social
Sciences and Humanities. The results of this study indicate that: gender, welding, skin health, needs, and spending levels were
 T.A. Le / Management Science Letters 10 (2020) 3099

the factors that affect cosmetic usage the most (Veloutsou et al., 2004; Mustafa & Al-Abdallah, 2020). In addition, this re-
search also shows that from the perspective of business manufacturers, it can be affirmed that the student's cosmetic market
is still very potential for exploitation and investment. To be able to conquer this group of students, manufacturers and retail
businesses need to meet the needs of students well.

Through the process of researching published domestic and foreign research works that are relatively related to the topic, from
the inherited perspective and continuing to develop the above research projects, the group will continue to study the factors
influencing female students' decision to buy Korean skin care products in Da Nang city. In order to properly assess the decision
to buy Korean skin care products, the team will conduct a review of the factors that influence the decision to buy Korean skin
care products.

3. Research Methods
3.1 Research models
After summing up the results of the experts' answers on the factors on the preliminary scale, the results of the qualitative
expert survey gave a high percentage of agreement (over 95%) to 5 out of 7 factor groups except the sales location and student
income factors (80% agreed). The experts did not add any new groups of factors. We also collect information from female
students and experts in Da Nang City about the factors affecting the decision to buy Korean skin care products, with a model
study of the general situation Research model related to factors influencing Korean skin-care products purchase decisions of
female students. We expect an analytical framework with 7 common factors influencing decisions. Fig. 1 shows the proposed
study of this paper.

Product characteristics H1

Price H2

Place of sale H3

Advertising- Promotion H4 Decision to buy skin care cosmetics Korea

Trademark H5

Psychology of shoppers H6

Income H7

Fig. 1. Model of evaluating the factors affecting Korean students' decision to buy Korean facials products in Da Nang city
Table 1 presents the structure of the questions associated with the proposed study of this paper.

Table 1
Explain the variables of the model
Factor Explain the factor Inheritance Research
Types of Korean skin care products are rich in variety and beautiful design Kajapriya & Surya (2015); Kotler P
Product Types of Korean facial care products extracted from natural ingredients, safe for et al. (2005); Nguyen Ngoc Dan
characteris- users Thuy (2014); Le Thi Hoang Van
tics Types of Korean facials are of good quality (2010); Latha (2017); Nguyen Thi
Types of Korean facial care products to satisfy the needs of users My Dung et al. (2015)
The current price of Korean facial products is not too expensive. Kotler P et al. (2005); Nguyen
Price The selling price of all types of Korean skin care products has not been increased Ngoc Dan Thuy (2014); Le Thi Ho-
in a long time ang Van (2010); Nguyen Thi My
The selling price of all types of Korean facials is consistent with the quality of Dung et al. (2015); Latha (2017)
the product
The selling price of all kinds of Korean facial products is clear for customers to
refer.
Place of sale Sales location near the living area should be easy to buy products Kotler P et al. (2005)
Stores beautifully presented, easy to find products
Cosmetic stores are located close to each other, so it is easy to choose to buy
products.
Customers feel comfortable and comfortable when shopping in stores.
3100

Table 1
Explain the variables of the model (Continued)
Factor Explain the factor Inheritance Research
Advertising Stores often have promotions, discounts when buying Boonmee (2015); Kajapriya &
- Promotion Stores often have sweepstakes when they buy Surya (2015); Kotler et al. (2005);
Stores often have special promotions for loyal customers. Latha (2017)
Stores often advertise Korean facial products on Facebook, websites, fanpage ...
Trademark Brand of Korean face care products is reputable in the market Kajapriya & Surya (2015); Kotler
Types of Korean facials are the first thing customers think about when buying et al. (2005); Le Thi Hoang Van
facials (2010); Nguyen Ngoc Dan Thuy
Customers are interested in Korean skin care products (2014).
Customers are assured when using photos of Korean facial care cosmetics
Tend to buy Korean skin care products because salespeople persuade customers Kumar et al. (2014); Boonmee
to be good at buying products. (2015); Kotler et al. (2005)
Psychology Tend to buy Korean facials due to the influence of movies and K pop music.
of shoppers Tend to buy Korean skin care products due to the influence of relatives and
friends
Tend to buy Korean skin care products after seeing feedback from other users
on the website
Spend income from family allowances or work part-time jobs to buy Korean
Income facials
Nguyen Thi My Dung et al. (2015)
Have a stable income to use Korean facials
Korean skin care products are always in the monthly spending demand
Source: author synthesized

3.2 Hypotheses
Based on the research goals, surveys and research models of the proposed factors that influence the Korean skin care product
purchase decision of female university students in the city of Da Nang and according to the background theory presented
above, the research hypotheses are determined as follows:
- Hypothesis H1: The product has the same directional influence on the female student's decision to buy Korean skin care
products.
- Hypothesis H2: Prices have a positive effect with Korean students' decision to buy Korean skin care products.
- Hypothesis H3: The selling location influences the Korean students' decision to buy facials products from Korea.
- Hypothesis H4: Advertising - Promotion influences Korean student's skin care product decision of female students.
- Hypothesis H5: Brand influence influences Korean students' decision to buy facial skin care products.
- Hypothesis H6: Psychology influences Korean students' decision to buy Korean skin care products.
- Hypothesis H7: Income influences Korean students' decision to buy facial skin care products.

4. Results

Based on the influencing factors explored during the research period, the survey questionnaire was deployed to the surveyed
subjects identified directly to the female students of the Universit Da Nang city. After handing out 400 questionnaires, 350
paper questionnaires were collected. In the questionnaires collected there are 64 invalid tables (missing important infor-
mation). As a result, our team removed these 65 questionnaires and the remaining number of questionnaires were used to
process and analyzed data was 285 questionnaires. Out of 285 surveyed students, 26 students attended the first year (account-
ing for 9.1%); 49 students attended the second year (accounting for 17.2%); 97 students attended year 3 (accounting for
34.0%) and 113 students studied in year 4 (accounting for 39.6%).

In terms of income, out of the 285 surveyed students, there are 139 students with incomes below 3 million (accounting for
48.1%), 110 students with an income of 3-5 million (accounting for 38.6%), 35 students have an income of over 5 -10 million
(accounting for 12.3%), and 3 students have an income of over 10 million (accounting for 1.1%). In terms of the frequency
of buying cosmetics, out of the 285 students surveyed, 99 students purchased cosmetics 1 time / month (accounting for 34.7%),
115 students bought cosmetics 2-3 times / month (accounting for 40.4%), 68 students got cosmetics 4-5 times / month (ac-
counting for 23.9%), and 3 students purchased cosmetics more than 5 times / month (accounting for 1.1%).

In terms of the time to use, out of 285 surveyed students, 101 students had time to use Korean facial care products for less
than 3 months (accounting for 35.4%), 73 students had time to use care products. Korean facial skin for more than 3 - 6
months (accounting for 25.6%), 107 students had time to use Korean facial care products for 6 - 12 months (accounting for
37.5%), and 4 students had time to use Korean facial care products for more than 12 months (accounting for 1.4%). Moreover,
students have time to use Korean skin care products over 6 - 12 months, accounting for the highest percentage. Table 2
presents the results of Cronbach’s Alpha for the questions of the survey. As we can observe, most data maintain desirable
values.
 T.A. Le / Management Science Letters 10 (2020) 3101

Table 2
Results of reliability analysis and factor analysis
No Group variables Number of observation variables Cronbach’s Alpha
1 SP Product characteristics 4 0.878
2 DC Price 4 0.852
3 DD Place of sale 4 0.752
4 QC Advertising - Promotion 4 0.911
5 TH Trademark 4 0.904
6 TL Psychology of shoppers 4 0.887
7 TN Income 3 0.636
8 QD Decided to buy 5 0.935
Source: Analysis results from SPSS 16.0 software

Analysis of discovery factors

KMO coefficient = 0.790, satisfying the condition: 0.5 <KMO <1, discovering factor analysis is suitable for real data (See
Table 3).

Correlate testing of observed variables in a representative measure

Bartlett’s test has Sig = 0.00 <0.05, meaning that the representative factor and observed variables are linearly correlated (See
Table 3).

Table 3
Verification of appropriateness of methods and data collected (KMO and Bartlett's Test)
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .790
Approx. Chi-Square 4326.358
Bartlett's Test of Sphericity Df 351
Sig. .000

Moreover, Table 4 presents the results of examining the degree of interpretation of the observed variables for the factors
influencing the student's decision to buy a skin care product for a female student in Da Nang City.

Table 4
Examine the degree of interpretation of the observed variables for the factor influencing the student's decision to buy a skin
care product for a female student in Da Nang City
Com- Initial Eigenvalues Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings
ponent Total % of Variance Cumulative % Total % of Vari- Cumulative % Total % of Variance Cumulative %
1 5.381 19.928 19.928 5.381 19.928 19.928 3.207 11.879 11.879
2 3.311 12.262 32.190 3.311 12.262 32.190 3.144 11.643 23.523
3 2.936 10.873 43.063 2.936 10.873 43.063 3.050 11.298 34.821
4 2.580 9.556 52.619 2.580 9.556 52.619 2.991 11.078 45.899
5 2.111 7.819 60.438 2.111 7.819 60.438 2.720 10.072 55.972
6 1.770 6.554 66.992 1.770 6.554 66.992 2.409 8.923 64.894
7 1.251 4.634 71.626 1.251 4.634 71.626 1.818 6.732 71.626
8 .807 2.990 74.616
9 .762 2.823 77.439
10 .618 2.288 79.727
11 .554 2.053 81.780
12 .539 1.997 83.777
13 .513 1.902 85.679
14 .479 1.773 87.452
15 .439 1.624 89.076
16 .398 1.475 90.551
17 .367 1.359 91.910
18 .330 1.223 93.133
19 .322 1.194 94.327
20 .283 1.048 95.375
21 .251 .929 96.304
22 .228 .844 97.148
23 .209 .774 97.922
24 .192 .711 98.633
25 .138 .511 99.144
26 .133 .493 99.638
27 .098 .362 100.000
Extraction Method: Principal Component Analysis.
3102

The Cumulative column indicates that the extracted variance value is 71,626%, which means that the observed variables
explain 71,626% of the change in factors. In addition, Scree plot has indicated that there were 6 factors with Eigen values
greater than 1. Table 5 presented the results of EFA model using the method of full rotation (Varimax) of factors.
Table 5
Rotated Component Matrix
Component
1 2 3 4 5 6 7
QC4 .906
QC3 .884
QC2 .850
QC1 .847
TH1 .910
TH2 .866
TH4 .858
TH3 .852
TL1 .916
TL4 .855
TL2 .847
TL3 .810
SP4 .850
SP2 .837
SP1 .836
SP3 .835
GC4 .820
GC3 .766
GC1 .760
GC2 .751
DD4 .812
DD1 .802
DD2 .709
DD3 .642
TN3 .809
TN1 .735
TN2 .712
Extraction Method: Principal Component Analysis.
a. Rotation converged in 6 iterations.
Source: Analysis results from SPSS 16.0 software

The factors influencing the buying decision are expressed through linear regression equations:

QD = β0 + β1 × SP + β2 × GC + β3 × DD + β4 × QC + β5 × TH + β6 × TL + β7 × TN + ɛ (1)

where β0 to β7 represent the regression coefficients, respectively of each factor. Table 6 presents the results of Pearson corre-
lation.

Table 6
The results of Pearson correlation test
QĐ SP GC ĐĐ QC TH TL TN
Pearson Correlation 1 .368** .626** .245** .499** .309** .249** -.049
QĐ Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .405
N 285 285 285 285 285 285 285 285
Pearson Correlation .368** 1 .334** .134* .089 -.005 .130* -.112
SP Sig. (2-tailed) .000 .000 .024 .133 .927 .028 .059
N 285 285 285 285 285 285 285 285
Pearson Correlation .626** .334** 1 .329** .383** .270** .182** .022
GC Sig. (2-tailed) .000 .000 .000 .000 .000 .002 .714
N 285 285 285 285 285 285 285 285
Pearson Correlation .245** .134* .329** 1 .125* .086 .140* -.043
ĐĐ Sig. (2-tailed) .000 .024 .000 .034 .148 .018 .472
N 285 285 285 285 285 285 285 285
Pearson Correlation .499** .089 .383** .125* 1 .113 .001 -.037
QC Sig. (2-tailed) .000 .133 .000 .034 .056 .992 .532
N 285 285 285 285 285 285 285 285
Pearson Correlation .309** -.005 .270** .086 .113 1 .025 -.063
TH Sig. (2-tailed) .000 .927 .000 .148 .056 .680 .290
N 285 285 285 285 285 285 285 285
Pearson Correlation .249** .130* .182** .140* .001 .025 1 .102
TL Sig. (2-tailed) .000 .028 .002 .018 .992 .680 .086
N 285 285 285 285 285 285 285 285
Pearson Correlation -.049 -.112 .022 -.043 -.037 -.063 .102 1
TN Sig. (2-tailed) .405 .059 .714 .472 .532 .290 .086
N 285 285 285 285 285 285 285 285
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
 T.A. Le / Management Science Letters 10 (2020) 3103

Through Table 6, we can see that the Sig value correlates Pearson with independent variables SP, GC, DD, QC, TH, TL with
the dependent variable less than 0.05. Thus, there is a linear relationship between these independent variables and the QD
variable. The strongest correlation exits between GC and QD where the coefficient r is 0.626, and the correlation between Đ
and QD is the weakest correlation where the coefficient r is 0.245. The pairs of independent variables are relatively weak
correlation with each other, so there is a high probability that no multi-collinear phenomenon will occur. Particularly, Sig
value correlates Pearson independent variable with QD dependent variable is 0.405 greater than 0.05, so there is no linear
relationship between the independent variable TN and QD. Thus, we removed the TN factor from the original model.

Table 7
Testing partial correlation of regression coefficient (1st time)
Unstandardized Coefficients Standardized Coeffi- Collinearity Statistics
Model t Sig.
B Std. Error Beta Tolerance VIF
(Constant) -.649 .292 -2.222 .027
TH .156 .038 .172 4.097 .000 .916 1.091
QC .297 .040 .322 7.396 .000 .847 1.181
1 TL .142 .039 .150 3.651 .000 .949 1.054
SP .171 .037 .199 4.631 .000 .872 1.146
GC .492 .069 .355 7.087 .000 .643 1.555
DD .023 .038 .025 .587 .557 .884 1.131
a. Dependent Variable: QD

The significance level column (Sig.) shows: All variables, except for DD, have Sig. <= 0.05. Thus, SP, GC, TH, TL, QC
correlate significantly with the decision to buy Korean skin care products. Factor Sig. = 0.557> 0.05, there is no linear corre-
lation with the dependent variable in the model, so we will proceed with type of variation. Factors that directly influence the
Korean student's decision to buy Korean skin care products in Da Nang City are shown by the new linear regression equation
as follows:

QD = β0 + β1 × SP + β2 × GC + β3 × QC + β4 × TH + β5 × TL + β6 × TN + ɛ (2)

Table 8 presents the results of the regression estimation for the proposed regression model. As we can observe from the results
of Table 8, all variables are meaningful when the level of significance is five percent. Therefore, all independent variables
have maintained positive effects on the dependent variable as follows,

QD = 0.199 × SP + 0.362 × GC + 0.323 × QC + 0.172 × TH + 0.152 × TL

Table 8
Testing partial correlation of regression coefficient (2nd time)
Standardized
Unstandardized Coefficients Collinearity Statistics
Model Coefficients T Sig.
B Std. Error Beta Tolerance VIF
(Constant) -.620 .287 -2.157 .032
TH .156 .038 .172 4.102 .000 .916 1.091
QC .297 .040 .323 7.409 .000 .847 1.181
1
TL .144 .039 .152 3.718 .000 .956 1.046
SP .171 .037 .199 4.649 .000 .873 1.146
GC .503 .067 .362 7.506 .000 .690 1.450
a. Dependent Variable: QĐ

Moreover, R-Square value is equal to 0.544 which means the independent variables describe approximately 54 percent of the
dependent variable. Moreover, Durbin-Watson is equal to 1.907 which means there is no autocorrelation among residuals.
More results are given in Table 9.
Table 9
Verify the model's interpretation level
Model R R Square Adjusted R Square Std. Error of the Estimate Durbin-Watson
1 .743a .552 .544 .42397 1.907
a. Predictors: (Constant), GC, TL, TH, SP, QC
b. Dependent Variable: QĐ

Moreover, Table 10 presents the results of ANOVA test. As we can observe from the results, F-value is equal to 68.760
which means there is a linear relationship between independent variables and dependent variable.
3104

Table 10
Test the relevance of the model (Variance - ANOVA)
Model Sum of Squares Df Mean Square F Sig.
Regression 61.797 5 12.359 68.760 .000b
1 Residual 50.149 279 .180
Total 111.946 284
a. Dependent Variable: QĐ

b. Predictors: (Constant), GC, TL, TH, SP, QC

Fig. 2. Scatter graph of standardized residual

Finally, Fig. 2 shows the residuals follow normal distribution. Moreover, Table 11 presents the summary of the results of
the effects of different variables on dependent variables.

Table 11
Importance of factors influencing Korean students' decision to buy Korean skin care products in Da Nang city
Number Independent variables Value Proportion% Influence level
1 Product .199 16.47% 3
2 Price .362 29.97% 1
3 Advertising- Promotion .323 26.74% 2
4 Brand .172 14.24% 4
5 Psychology .152 12.58% 5
Total 1.208 100%

5. Discussion
As we can observe from the results Table 11, the contribution of “Prices”, “Advertising - Promotion”, “Products”, “Product
brand” and “Psychology” in descending order of importance are 29.97%, 26.74%, 16.47%, 14.24% and 12.58%, respectively.
With a theoretical model of factors affecting the Korean skin care product purchase decision of female students, there are 7
factors: product, price, place of sale, advertising - Promotion, product brand, psychology, income and dependent variable is
the decision to buy Korean skin care products by female students at Da Nang city. The formal study was conducted through
quantitative research using the technology of surveying female students through quantitative research questionnaires.
6. Conclusion
From the above conclusions, from the perspective of business manufacturers, it can be affirmed that the student's cosmetic
consumer market is still and has great potential for exploitation and investment. To be able to conquer this group of students,
manufacturers and retail businesses need to meet the needs of students well.

Price: In addition to improving product quality, manufacturers need to take appropriate measures to adjust prices to suit the
market and consumers' ability to spend. Besides, consumers should consider carefully when buying cosmetics to choose smart,
lucid, suitable for themselves. Since customers are students, cosmetics traders should target products that are not too expensive
or too low.

Advertising – Promotion: Companies can build marketing and advertising strategies that impact on individual factors of con-
sumers, thereby stimulating demand and promoting customer buying behavior. They need to offer promotions to attract cus-
tomers and the promotion must be attractive enough.
 T.A. Le / Management Science Letters 10 (2020) 3105

Product: The group of female customers is a group of potential customers. Manufacturers and businesses need to coordinate,
develop strong lines of cosmetics specialized for Women to exploit profits from this customer group more. In addition, it is
necessary to expand the products for men to attract male students because this is still a potential market that has not yet been
conceived much. It is necessary to have sufficient information about the product such as specifications, product features and
origin of goods. The products must be accompanied by insurance policies for buyers. In addition, to be able to conquer the
target group of students or young people, Vietnamese cosmetics manufacturers and companies need to be creative and inno-
vative in all products launched in the market, combining features between Eastern beauty secrets and sensitivity to modern
Western values. They need to apply formulas that have been clinically tested to create products that are suitable for skin care
and beauty as well as regular stool.

Brand: This is a group of consumers who pay special attention to the brand of the product, so traders should provide the name
brand cosmetics on the market. When presenting products, the information on the packaging must be clear and careful since
this group of customers is qualified and knowledgeable about cosmetics so they are quite careful in searching for information
and brands for the product. Products.

Psychology: Take advantage of the strengths of music, movies, etc. in stores to have reasonable marketing strategies to attract
consumers towards makeup trends, as well as to introduce American brands.

Products: There is a need to invite famous actors to be represent new cosmetic products through different medias. Customer
care is a must because this is a group of customers with high product loyalty if they find a satisfactory product by setting up
consulting channels conducted by reputable experts in the field.

Income: Since the surveyed subjects are female students at Danang city, the income of students is largely dependent on their
families or they have small income from their own part-time jobs so the income factor does not really influence the decision
to buy Korean skin care products.

Places of sale: E-commerce market in Vietnam is growing. Online purchases are also more common. Students also do not
need to go directly to the store to buy products, but can buy online through the internet, which is easy to buy and saves time.
The location of the sale does not appear to have any effect on the decision to buy Korean skin care products of female students
in Da Nang city.

Acknowledgments

We would like to thank the lecturers at the universities in Danang and Ho Chi Minh City for helping us to complete this
research and provide suggestions for future research directions.

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