FACTORS INFLENCING GUANGZHOU CONSUMERS’ ATTITUDES TOWARDS US VERSUS JAPANESE COSMETIC PRODUCTS

By

YANG JIA YAN

ABSTRACT

As the cosmetics market in Guangzhou (China) is largely dominated by foreign companies, particularly those form Japan and US, this research examines various factors influencing Guangzhou consumers in their choice of cosmetic products from Japan and USA> The factors examined are perceived product attributes, brand beliefs, cultural values, country of origin effects, ethnocentrism, and selected demographics. Moreover, the framework of the Fishbein’s multi attribute model of attitudes is applied to the Guangzhou consumer overall brand evaluation of Japanese and US cosmetics inthis study. 120 respondents were selected for inclusion in the survey results. The closed-ended questionnaire was structured as the research instruments for gathering information from respondents in the study. The findings indicate that Guangzhou consumer have evaluated and formed a positive attitude towards both Japanese and US cosmetic brands. In particular Japanese- made cosmetics are held in higher esteem by younger, better educated and the higher income ewarning Guangzhou consumers. However, the results of this study disclose that the favorable image held by Guangzhou respondents of Japanese brands is not backed up by their intentionto buy Japanese cosmetics. Reasons for this unlikely result are discussed along with the intervening variables such as income as well as product pricing that may have contributed to this outcome. Traditional Chinese value is also important to Guangzhou consumers’ decision making processes with respect to the selection of cosmetic products from US and Japan. However, ethnocentrism demonstrates a weaker influence on the tendency to buy US cosmetic products. Finally, managerial implications and recommendations are discussed for both Japanese and US international marketers. The recommendations would enable marketing professionals top develop informed marketing strategies with the purpose of winning more market share in the industry.

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Bachelor of Arts (Hons) In Marketing

December 2003

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