Ảnh hưởng của truyền thông marketing Đến hành vi tiêu dùng mỹ phẩm hàn quốc tại việt nam = the effect of social media marketing on customer behavior of korea cosmetics in vietnam

Thesis Background

Over time, the use of cosmetics has changed a lot, not only for women, but now there are many types of cosmetics to meet the needs of each age and gender Help users are more confident about themselves and raise awareness about skin safety According to a study by Mintel - a global market research company, in 2018, Vietnam's cosmetic market statistics currently have a revenue of about 51,000 billion VND/year As looks become more and more important and spending on cosmetics and beauty proliferates, according to Worldpanel's insight handbook 2021 report, personal care products increased 63% compared to 2018, skincare increased 55%, and makeup increased by 25% Up to 90% of cosmetic enterprises in Vietnam are distribution agents of foreign cosmetic brands

Vietnam is also one of the countries with a developing economy According to Nielsen, people's income increased in Vietnam in 2018 60-72% of Vietnamese consumers are willing to spend on high-end cosmetics In addition to the selection of cosmetic brands in thousands of domestic and foreign brands, the choice of reputable and quality brands is always a top priority because it affects the health and aesthetics of consumers The growth of cosmetics consumption has proliferated It has become one of the most exciting markets, especially in Korea, with many agents and stores in many commercial centers in big cities Asian consumers in general and Vietnam tend to prefer products with organic ingredients or natural extracts Korean cosmetic brands such as Innisfree, Language, and Sulwhasoo have been in Vietnam for about 20 years and brought many waves of cosmetics and skincare products into Vietnam Marketing strategies have partly influenced the consumption and buying behavior of Vietnamese people Because of the above reason, I chose "Influence of marketing communication on buying behavior of Korean cosmetics in Vietnam" as the topic of my graduation thesis.

Thesis Research objectives

Research on the influence of marketing communication on buying behavior of Korean cosmetics in Vietnam buying behavior of Korean cosmetics in Vietnam From research results and cosmetic consumption situations in Vietnam to propose ideas to increase the buying behavior of Korean cosmetics in Vietnam.

Thesis Research Questions

To achieve the research objective, we need to answer the following questions:

- Basic Definition of Marketing Communication

- Factors affecting the buying behavior of Korean cosmetics in Vietnam

- How does it affect the satisfaction of Korean cosmetics of Vietnamese consumers?

- Solutions to increase customer satisfaction and reduce fake, shoddy goods and actual marketing

Limitations

Research subjects: People who use Korean cosmetics in Vietnam Survey of over 40 people living and working in Vietnam

Research scope: Big Cities in Vietnam

Research Methods: Qualitative research methods

Research methodology

Consult master's theses, studies from research papers on the influence of media and consumer behavior on the cosmetic industry worldwide

Thesis structure

The thesis includes the following chapters in addition to the introduction and conclusion, as well as the list of references:

Chapter 1: Theoretical basis and research overview of marketing communication

Chapter 2: The status of marketing communication to buying Korean cosmetics in Vietnam Chapter 3: Some solution to enhance marketing communications to buying Korean cosmetics in Vietnam

THEORETICAL BASIS AND RESEARCH OVERVIEW OF

Theoretical basis

Marketing is defined in the dictionary as "Marketing is the activity or business of promoting and selling products or services, including investigation, market research and promotion."

"Marketing is the process of creating and offering practical values to customers through an enterprise's products/services, forming intimate relationships with customers with the goal of reaping revenues and benefits for the firm," says Philip Kotler

According to the American association AMA (marketingstudyguide.com, 2021), "Marketing is a collection of process activities of communicating, building, exchanging and providing valuable solutions to customers and social partners."

Many marketing concepts (Forsey, May 2018 ) are introduced throughout the development process It is present in all business aspects The strategy of a business from the beginning to understand simply Marketing is the activities of a business or brand to influence customers or listeners to convey messages about the services and products of specific companies or individuals Marketing aims to provide value to potential customers and consumers through content with the long-term or short-term goal of demonstrating product value, reinforcing brand loyalty, and increasing sales

Marketing communication (Marcom) (Victor Barger, 2016) or marketing communication has the ability to describe messages used mainly for the purpose of creating interactions between potential customers and businesses by using media The media Use communication tools to create brand awareness of potential customers, brand image, or a message created in their minds to drive purchasing decisions

1.1.1.3 The concept of consumer behavior

Consumer behavior, according to the American Marketing Association, is the feeling, thinking, and action of customers during the consumption process Consumer behavior can be influenced by a variety of factors, including other consumers' opinions, advertising, price information, packaging, and product look

Consumer behavior, according to Kotler & Levy, is an individual's distinctive behavior and action when purchasing, utilizing, or not using a product or service

According to Philip Kotler, consumer behavior is the study of individuals, groups, and organizations that make decisions to buy, use, and dispose of goods to satisfy their needs and wants

The phrase "consumer behavior" can be defined as "individual behavior, processes, and behaviors, as well as how people make decisions while purchasing, utilizing, or not using a product."

1.1.2 The role of marketing communications

Brand is a term that includes the name, brand symbol, trademark, image and message sent to customers for the purpose of building a product image, distinguishing it from other competitors in the same industry

When it comes to us, we will consider the image and value of a brand; yet, trust must be created before a brand can exist Customers' trust is built through marketing communication as the brand's voice

Consumer satisfaction is the key to the success of any brand Cosmetic businesses or brands are always looking for ways to impress their customers in many different ways because this is the biggest asset of a brand; it sustains a brand Consumer satisfaction depends on the performance and customer experience with a product Every customer has a different level of satisfaction

To achieve client trust and loyalty, any brand or company aims to identify its products, differentiate them, and compare them to competitors through generating product differentiation and branding

The rapid growth of social networks (Veroline CaubergheDepartment of Communication Sciences, 2016) has created new ways for people to find and receive information about various product services It also helps consumers and brands stick together to exchange information with consumers simply and quickly

Marketing serves not only businesses and helps to establish brand image, but it also benefits and appreciates consumers Any cosmetic brand or company that wishes to stay in business must prioritize and concentrate on the benefits and value that clients obtain from utilizing the product Marketing communications examines the factors that influence purchasing decisions and provides solutions by reaching out to customers and providing them with relevant information and support

Marketing communication, in addition to increasing sales, makes customers believe that the product they pay for is worth the money they spend A satisfied customer is one who receives more benefits than the competitors and develops trust and loyalty for the company

By understanding consumer wants for certain product features, marketing communication also aids in the classification and creation of a wide range of commodities Marketing operations also produce the information and messages that clients get

Consumers now have easy access to a significant amount of information thanks to the rise of social media, which aids them in making smarter purchasing decisions The media allows people to express their ideas and recommendations, providing buyers with the opportunity to learn about the truth and product testimonials that the company has to offer, influencing customers' purchasing decisions (Khan, 2020)

Choosing a proper product, particularly in the cosmetics sector, necessitates a process of reading and selecting information (Vaishali Sharma1, 2020) The media assists customers in learning about the brands and goods that they are interested in, as well as promoting interaction amongst others who share similar interests The more consumers express their thoughts and exchange items, the more they aid in the promotion of those brands Make smarter shopping choices

Personal factors that influence purchasing decisions include the individual's age, occupation, economy, habits, opinions, interests, and problems

Age and stage of the family life cycle: Age is one of the essential and fundamental factors affecting buying behavior At each age, there will be different preferences and needs; for example, students and students choose whitening and skincare products basic makeup, while those with the age of 25 and above start oil Choose anti-aging products

Occupation: A person usually tends to buy things that are related to their profession

Research overview

Communication has become an essential platform for brands to showcase their products Research by Khusboo Janak Binwani1 and Jessica Sze Yin Ho on the influence of social media on cosmetic brands (Ho2, 2019) and (Marmara University, 2012) shows that utilizing marketing communication activities, the perception of the brand, value, and relationship with other cosmetic brands, directly influence the customer's future cosmetic purchase decision

An article by (Zachary H Hopkins, 2020) through trend research on Google, explores the increased interest in cosmetic and cosmetic procedures and is influenced by social media,

(Choedon Tenzin, 2020)) in a study on the influence of marketing communication activities on purchasing decisions by brand equity and brand engagement on social networks, authentic evidence from US brands and Korean products has shown that SMMA influences the purchasing decisions of cosmetic consumers, with a survey of 219 users on social networks

A research (Marjerison, 2020) by Marjerison, Rob & Huang, Yipei, Chen, Rongjuan studies the impact of influencers on social networks on purchasing decisions for cosmetic products The study, conducted on the Chinese social network Little Red Book, shows that popular KOLs influence the purchase perception of young female customers

Studies have proven that communication activities on social networks, including social networking platforms and influential celebrities, influence cosmetic consumption behavior

Research (Thi Kim Khanh Nguyen, 2019) (Thi Kim Khanh Nguyen, 2019) developing marketing based on consumer behavior, based on a case study of Shiseido researched by Thi Kim Khanh Nguyen and Thanh Thao Nguyen conducted a survey on consumers about Vietnam about the company's communication activities on purchasing decisions However, the research has not gone into depth into social network communication activities and how the campaigns affect the consumers

Research (Pham, 2016) on Innisfree's marketing strategy by Linh Thi Thuy Pham analyzes the marketing strategies of Innisfree, a famous Korean cosmetic brand using Marketing Mix The research has not gone into how Korean cosmetic brands use images of famous people and how cultures have influenced the perception of buying cosmetics among Vietnamese consumers

Marketing concepts and consumer behavior are discussed in Chapter 1 of the thesis Research into the fundamental aspects that influence the behavior and purchase decisions of social network users Human, cultural, psychological, and social aspects all play a role in the role of marketing communications in influencing customer decisions and branding of a brand or company It's a marketing tool An overview of studies on the impact of marketing communication on consumer behavior around the world, including research articles and master's theses from around the world that have investigated and demonstrated marketing communications' significant impact domestic studies provide only flimsy reasons, while social networking platforms provide only flimsy arguments.

THE STATUS OF MARKETING COMMUNICATION TO SHOPPING

Overview of Korean cosmetic market in Vietnam

The expansion of Vietnamese makeup cosmetics has been reflected in an increase in the number of makeup users as well as the amount of money they spend on cosmetics in general in recent years A survey on Vietnamese cosmetic use was undertaken with approximately

500 women aged 16 to 39 across Vietnam, according to Asia Plus, a business specializing in conducting surveys in Vietnam According to the findings, the number of women wearing makeup climbed from 76 percent to 86 percent in the three years between 2017 and 2019, and the number of people wearing cosmetics on a regular basis (at least four times a week) increased from 35 percent to 39 percent (Q&Me)

Quality of life has improved, personal income has also increased, and many Vietnamese women have incorporated makeup and skincare products into daily routines

According to market research, Market of Future Vietnam ranks first in Asia's beauty care market More than 90% of imported cosmetics and Vietnamese domestic brands account for 10%, which shows that the demand for beauty in Vietnam has increased significantly, especially in big cities The number of consumers is growing (Statista, 2020)

Source : Figure 2.1 – Ranking chart of countries interested in cosmetics

According to a poll conducted by DI Marketing (2015), respondents rated Korean brands as highly as 76%, followed by European and American brands (51%t & 41% ) The least attention is paid to Chinese cosmetic brands Because of the following factors, Korean products have grown popular:

- Hallyu wave: Korean firms frequently employ celebrities, particularly well-known K- pop artists with a large Vietnamese following, to promote products in the Vietnamese market The younger generation is also exposed to quick social media and the desire to copy their idols, resulting in a growth in the usage of Korean cosmetic companies as a result of the gradual integration of Korean standards and culture

- Vietnamese skin has similarities with Koreans, so Korean products are researched and developed to suit the needs of Vietnamese users

- Similarities in culture make it easier for Korean cosmetic brands to reach users

Source :(Q&Me, Research on Vietnam cosmetic market 2019, 2019)

Figure 2.2 - Makeup frequency change compared with previous years

According to the survey, the use of makeup products increases with the frequency of spending on cosmetics The number of people who wear makeup daily increases year-on-year, increasing to 30% (2019) and those without makeup decreasing to 14% (2019)

Up to 73% of users use skincare products weekly or more often The most used skincare products are sunscreens and masks

Shopping for cosmetics on online sites continued to grow strongly, with 57% of cosmetic users shopping online on social networking platforms such as Facebook, and Instagram, in which Facebook is the social network The most significant number of buyers The most popular e-commerce platform is Shopee

It demonstrates that Vietnamese people's cosmetics habits and awareness have improved Evidence suggests that by 2021, media platforms and social networks such as Youtube, Tiktok, Instagram, Facebook, and others will be flooded with tutorials, advertisements, and content relating to beauty and cosmetics from a slew of KOLs, influencers, and celebrities

On average, a Vietnamese woman spends 300,000 VND/month on makeup products, twice as high as in 2017 and 2018 The percentage of paying 500,000 VND/month for cosmetics accounts for 15% It can be seen that the spending level on cosmetics of Vietnamese women has increased sharply, and the main reason is that women aged 20-29 have a higher monthly income than before, about 20 million VND or more People with an income of less than 5 million VND spend about 110,000 VND/month on cosmetics While those with incomes higher than 5 million pay about 190,000 VND

Source : (Q&Me, Monthly Spending on Makeup, 2019)

Figure 2.4 - Montly Spending on Makeup

Daily makeup has developed but is still not widespread in Vietnam Surveys show that only 24% wear makeup daily, 44% wear makeup at least once a week, and 45% only wear makeup for special occasions

Source : (Q&Me, Xu hướng tiêu dùng mỹ phẩm tại Việt Nam 2020, 2020)

Figire 2.5 - The chart of the frequency of using cosmetics of Vietnamese people

Figure 2.6 - The graph shows the frequency of makeup

Many factors affect the strong development of the Vietnamese cosmetic market in the future, such as average income and well-known social life, and the biggest motivation is probably the brand's strong growth E-commerce and social media channels The use of social networks affects the shopping habits and psychology of consumers "The more you make them look like celebrities, the more you make them look like they're online celebrities," L'Oreal's CEO said of Instagram and Facebook, adding, "The more you make them look like celebrities, the more you make them look like they're online celebrities."" If you want to be beautiful on social media, you have to work harder in real life; otherwise, people will find you different from what they see." Currently, up to 57% of cosmetic users have purchased products online because of the convenience and variety, and prices on these shopping channels Shoppe, Lazada, and Facebook are the three platforms most used by customers because of their quick and easy purchases

Source : (Q&Me, Online Shopping For Cosmetic, 2019)

Figure 2.7 - Chart Shopping online for cosmetic

Cosmetic brands that hold a significant market share in Vietnam are mainly foreign, especially from Korea Makeup brands from Korea accounted for 18% and coverage on social networking sites Cosmetic brands from Korea have a friendly and positive image due to the influence of culture from Korean idols and movies Famous people who promote products and influence consumers' minds besides Vietnamese, there are many KOLs from Korea Many makeup trends in Vietnam also favor precise, gentle makeup from Korea; skincare processes or products are also promoted thanks to Korean-style makeup and skincare movements This influence is because the cultures of the two countries are similar, and the media channel has poured the Hallyu wave into Vietnam (Q&Me, Makeup behaviors and cosmetic market in Vietnam 2018)

Source : (Q&Me, Makeup behaviors and cosmetic market in Vietnam 2018, 2018)

Figure 2.8 - Celebrities mentioned in the beauty industry in Vietnam

Figure 2.9 - Top most famous cosmetic brands in Vietnam

Marketing communication issues on Korean cosmetic shopping behavior in Vietnam

IMC - Integrated Marketing Communication or mixed marketing communication are marketing activities that coordinate and stick together using communication tools to convey clear, transparent, and persuasive messages to customers Potential for a company's product or service

(social-media definition, 2021) According to the Cambridge SOCIAL MEDIA English dictionary, the term social network is defined as "forms of communication that enable people to communicate and share information using the internet or mobile phones." Some of the most used social networks today include Facebook, Twitter, Instagram, Youtube, Snapchat, and TikTok

(DOLLARHIDE, 2021) Most social networks capture opinions, interactions, and engagement by commenting, liking, and sharing features that interest them Social networks also provide the opportunity to update information with friends and connect with the whole world through the small screen; because of those benefits, social networking is an essential part of the marketing mix to help build the market Potential, building reputation, image, and brand for a brand or company

The marketing mix 4P is used to evaluate Vietnamese people's purchase behavior of Korean cosmetics in this essay.

Some typical examples of Korean cosmetic companies using effective marketing

Innisfree is a Korean cosmetics brand that was founded in 2000 It is one of the sub-brands of Amore Pacific Group, which owns over 30 other cosmetics brands like Hera, Sulwhasoo, Laneige, Mamonde, and Etude House Innisfree has been identified with ideals and reinforced as an environmentally responsible brand throughout the development process, and it is now present in over 15 countries Many well-known brand ambassadors, including as Yonna and Jang Wonyoung v v

2005 Open the first exclusive store

2012-2015 Opened the first store in Shanghai, China, Hong Kong, Singapore, India,

2016 Opening of the first store in Vietnam

2017 Launch of first flagship store in Chengdu, opening of first store in

Innisfree brand analysis via SWOT

- Products contain organic ingredients and are recyclable

- Korean cosmetic brands account for

- Using Hallyu wave and Korean culture to increase brand awareness and customer motivation

- New trend of safe cosmetics and organic ingredients

- High influence of substitute products in the same segment

- The number of competitors is high and the Vietnamese market has not been fully exploited

- More and more retailers and online sales at low prices

Brand philosophy: Bringing pure and healthy beauty with natural benefits to Jeju Island to conserve natural health, prioritize natural ingredients, and bring environmentally-friendly values

Inspired by Jeju Island's "Natural Benefits From JEJU Island", the brand was born by sharing natural and healthy beauty

Green and Friendly Design: Innisfree's designs are heavily inspired by the primary materials that make up the product

Innisfree's Youtube channel has 4.89 subscribers

Figure 2.14 - Innisfree's Shopee e-commerce platform

- Innisfree is diligent in constantly researching new products with advanced technology and diversity in the beauty industry The core values that the company pursues are still kept from nature and originate from Jeju Island Up to now,

Innisfree has launched a series of new products with diverse segments and needs

Innisfree green tea, for example, is a product line that specializes in hydrating green tea; the package exudes freshness, and the best- selling green tea serum is included Innisfree

Volcanic Jeju Cherry Blossom, inspired by cherry blossoms peaches on Jeju Island gives a sweet sensation, Innisfree Volcanic Jeju

Cherry Blossom inspired by cherry blossoms peaches on Jeju Island gives a pleasant feeling Compared to Kiehl's, Jeju is a volcanic product brand with a trademark brown color and a famous clay mask for blackhead removal and skin cleansing properties Besides, Innisfree also focuses on developing foundational cosmetic lines such as lipstick, powder, eyebrow pencil etc which also resonate well

Innisfree's goods are diversified, as can be seen, and they cater to a wide range of customer profiles Any gender, age, or skin condition is acceptable

- Innisfree's products in the mid-range and low- priced segments are suitable for almost all audiences, especially young people The average price she is famous for Innisfree products is from 200,000-300,000 VND; this is a low price segment suitable for students

Innisfree's cheap products are cleansers, masks, toners, moisturizers, sunscreen, makeup remover etc or makeup products However, although the product is cheap and diverse, it is suitable for many objects, but it has limitations; only suitable for skin without too many complicated skin problems

Products in the higher segment will focus on specialized products such as anti-aging serums, acne treatments, and shrink pores aimed at customers with stable incomes

Not only does it have multiple price segments for a particular customer, but Innisfree also regularly has themed and reasonably priced combos to excite young customers used, the contents used, and the packaging

The packaging of Innisfree is always fresh and natural, clearly indicating the brand's direction and value

As a company that goes with nature,

Innisfree has had many activities such as

"collection of empty bottles for recycling," making the brand more affirming the direction and value of "environmentally friendly."

The company is also at the forefront of several beauty technologies, such as

"polymer film technology from Sleeping mask" Innisfree has gradually become a

Korean beauty brand trusted by consumers

- This is how the brand distributes products in indirect and direct ways such as through stores, online etc

Offline stores are designed with green space, affirming the brand's orientation of "green, natural, environmentally friendly" Innisfree's stores are also located in prime locations, such as in Vietnam, located in shopping centers with a large number of visitors and bustling In addition, in some locations,

Innisfree is also a cosmetic cafe shop that combines a cosmetic store and a cafe, a place to rest and shop to create a comfortable space for customers to buy Products are displayed separately for each product line to help customers distinguish easily

Innisfree is a sophisticated marketing master with a message that brings value to the community Promotion, communication, and advertising activities are always carried out regularly on a methodical scale Innisfree is also famous for its activities to preserve nature and protect the environment, giving the brand a friendly image in the eyes of consumers

-The campaign to collect empty bottles (Empty Bottle) is an initiative Innisfree uses when customers buy products to earn reward points The campaign's effectiveness has resulted in a total of 24.7 million empty bottles being recalled by 2019

-In 2009, sponsored Olle road on Jeju Island with the message of environmental protection

Innisfree also takes care of an online sales system with a website, trading platforms, and distribution for a few cosmetic shops in

Vietnam Innisfree and parent corporation

Amore Pacific have signed contracts on the two largest e-commerce platforms in

Vietnam, Shoppe, and Lazada, to promote development in Southeast Asia and Taiwan markets Impressive monthly followers and purchase rate on this island

-In the 2012 campaign Green Forest to prevent deforestation actions, this campaign has spread to many other countries

Innisfree organizes "Play Green Festival" events every year with many exciting activities such as cycling with VR glasses, making handmade items from nature

Campaigns and experiences increase brand awareness and convey the meaningful message of "Go Green," making Innisfree's broad vision and orientation rapidly grow throughout Asia

In addition, Innisfree also actively appears on media channels such as social networks, movies, and music, so the higher the coverage, most cosmetic users know about Innisfree, whether they use it or not Are not

The Face Shop (Lee, 2009) belongs to LG Household & Health company of LG Group, Headquarter is LG Gwanghwamun building in Jongno-gu, Seoul

The Face Shop brand history

2003 Established company with first store in Myeong dong

2005 Become the 3rd largest cosmetic company in Korea

2006 Expanding the market to overseas

2008 The opening of the first store in Beijing

2020 Entering Vietnam market through e-commerce platforms: lazada, shoppe, Yes24

Analysis of The Face Shop brand through SWOT

- Leading in the Korean cosmetics market

- The store system appears in many countries, especially in Vietnam, there are 66 stores

- Different and unique Marketing culture

- Limited number of customers, not for the high-end segment

- Creating a good trend, orientation and raising awareness about cosmetics and pharmaceuticals

- Many competitors in the same segment

- Increase the proportion of popular brands in foreign markets

Triết lý thương hiệu của The Face Shop

The Face Shop's philosophy is based on customer experience and Nature

"We believe in the wise balance of nature" Wisdom or the balance of Nature; The Face Shop wants to become the second Nature to help take care of the perfect skin

"We convey honest stories from nature" Nature is like skin, with little secrets that need to be heard, so let the stories come to life but gently and seductively from Nature

"We work for your skin" the natural energy in The Face Shop respects the balance of Nature and penetrates the skin wonderfully

Design The Face Shop with a gentle design, the main tone is white, bringing a sense of elegance and purity as the company's philosophy

Texture: Simple, clearly showing the ingredients and uses of the product

Figure 2.16 - The Face Shop's Facebook page

Figure 2.17 - The Face Shop's Facebook page

Figure 2.18 - The Face Shop's Instagram

Figure 2.19 - The Face Shop's Lazada e-commerce platform

Figure 2.20 - The Face Shop's Shopee e-commerce platform

Figure 2.21 - The Face Shop's website 4P Analysis

- Design that shows Korean beauty

- Show the culture and beauty of

- Target consumers who are students and all audiences with low cost

- Loyal to design, price and build trust with customers

- Sales channel: Direct stores and duty free shops as a result the Face shop has more than 900 stores worldwide

- 55% profit comes from direct sales

- Marketing coverage and environmentally friendly

- Differentiation strategy: Achieve a popular brand image

- Products clearly show the culture, the message they want to convey through product packaging design, build trust by showing consumers the effectiveness of the products

Evaluation of the marketing communication status of Korean cosmetic companies

Background of the survey and participant

To gather feedback on the impact of social networking sites on Korean cosmetic purchase behavior in Vietnam The "Korean cosmetic consumption survey in Vietnam" was carried out on 45 people who live and work in the large cities of Saigon and Hanoi Individuals between the ages of eighteen and thirty are primarily targeted because they are the most active users of social media platforms best The survey consists of 13 questions separated into three sections: baseline information, survey content questions based on the literature study framework in chapters 1 and 2, as well as questions to solve problems and determine Vietnamese consumer reactions There is one essay question and all questions are presented in multiple-choice format All respondents have been informed that their responses will be anonymous, used only for this study and will not be shared with any other third parties

After a brief introduction, the survey began with three demographic questions to collect gender, age, and occupation information The survey results are shown in 3 chart 1,2,3 below

Chart 2.1- Gender of survey participants

Chart 2.2 - Age of survey participants

Chart 1,2,3 show that 73.2 percent of survey participants who use cosmetics are female, 19.5 percent are male, and only 7.3 percent are LGBT The age group that participated in the survey is 18-25 years old, accounting for 78 percent of the total, with over 25 years old accounting for 19.5 percent of the total, and this is the age group that uses social media the most Only 2.4 percent of the population is under the age of 18 Students/students account for 50% of the participants in the current job survey, while working individuals account for 22.5 percent

Vietnamese consumers' cosmetic usage and their habits

This part of the survey aims to find out the common habits and behaviors of Vietnamese consumers The first question about the time, age to start using cosmetics is shown in the

Chart 2.4 - Age to start using cosmetics

The survey showed that 46.3% used cosmetics before the age of 18 and, 43.9% used them after the age of 18; only 9.8% did not use cosmetics This shows that Vietnamese consumers use cosmetics very early

Chart 5 questions find out how consumers collect information about cosmetics through which means?

Chart 2.5 - Media know about cosmetic products

Facebook, Tiktok, Instagram, and Zalo, which account for 87 percent of users accessing and searching for information, are the most popular social media platforms The website accounted for 52.2 percent of the total Advertising accounted for 73.9 percent of information consumption, placing it second among search methods, with advertising kinds including social media, television, and books Vietnamese consumers also prefer to seek out cosmetic items based on suggestions from friends, accounting for 60.9 percent of the total, while traditional sources such as books, newspapers, and television only account for 30.4 percent This demonstrates how social networking platforms have a significant impact on how brands approach consumers, how consumers seek for and collect information, primarily through social networks, and different marketing and social media methods In order to get closer to customers, the media plays a crucial role

Chart 6 questions about Korean cosmetic brands sold in Vietnam, with 12 cosmetic brands in all segments

Chart 2.6 - The most famous Korean cosmetic brands in Vietnam

According to the brand awareness survey, The Face Shop and Innisfree are the most well- known and used brands, with 68.3 percent using Innisfree and 29.4 percent using The Face Shop Whoo and Laneige each account for 7.3 percent of the total, while OHUI, Etude House, It's Skin, and Some By Me each account for 4.9 percent Klairs, SU:M37, and Missha were the remaining three brands, accounting for 2.4 percent of the total Other brands made up 26.8% of the total According to the results of the poll, Vietnamese people favor brands with low pricing, with Innisfree and The Face Shop accounting for the majority of customers Chart 7 & 8 questions about how often Vietnamese people use cosmetics

Chart 2.7 - Frequency of using cosmetics

Chart 2.8 - Types of cosmetics frequently used by Vietnamese consumers

According to the survey, 73.9 percent of daily users used it on a regular basis, while 26.1 percent used it just on a few crucial occasions and not on a regular basis This indicates that Vietnamese people are more aware of cosmetics and beauty than in past years A big percentage is made up of beauty concerns and frequency of use 95.7 percent of the time was spent on skin care products Makeup accounted for 69.6% of the total, with other cosmetics such as hair care and body care accounting for 43.5 percent Fragrance oil accounted for 34.8 percent of the total Because the Vietnamese are largely impacted by Asian culture, their usage of skin care products reflects their desire for natural treatments that nurture natural beauty

Reaction towards potential marketing strategies

Chart 9 question about factors that make consumers decide to buy

Chart 2.9 - Factors affecting the decision to buy cosmetics

Consumers following advice from previous users in the survey above accounted for the most significant 73.9% Next is online search engines, accounting for 60.9% Viewing and reading reviews from KOCs, KOLs, Influencers on the internet, and the brand's website accounted for 30.4% The number of people who have knowledge about cosmetics, understand their skin, decide to buy products according to their knowledge accounts for 47.8%, and listen to advise from doctors only 39.1% This shows the strong influence of KOLs, KOCs, and Influencers in marketing products to users, and the awareness and knowledge of Vietnamese people about cosmetics is improved

Chart 2.10 - Brand loyalty customers is more significant than new customers, retaining customers and building reputation and trust with consumers

Chart 11 questions Have knowledge about the type of cosmetics that consumers use

Chart 2.11 - Classification of customers with extensive knowledge of cosmetics

The number of users who believe they are not overly concerned and require a thorough understanding of the components is the highest, followed by Totally agree and agree with the concept of needing to know about the type of cosmetics they use There are no counter- arguments to the aforesaid viewpoint

Chart 12 assesses the level of consumer interest in the product when purchasing

Chart 2.12 - Evaluating the level of interest in products when buying

In the survey, the issue of price is the most concern by Vietnamese consumers, which is influenced by the spending level of Vietnamese people on cosmetics Q&Me's survey of

Vietnamese women's cosmetic habits (Q&Me, Thói quen sử dụng mỹ phẩm của phụ nữ Việt,

2022) This shows that 140,000 Vnd/month is the average amount Vietnamese people spend on cosmetics Only 21% spend more than 200,000 Vnd on cosmetics related to personal income Those with an income of less than 5 million VND spend about 110,000 VND on cosmetics; those with a higher income of 5 million spend about 190,000 VND

Answers from open-ended questions

When asked about what makes consumers dislike when using Korean cosmetics, there are 23 answers given; the opinions focus on the uses and marketing methods that exaggerate the truth of Korean cosmetics "Expensive price compared to quality, mass mass, use has no evident effect, no reward, no punishment, not as effective as expected or as claimed, Few items are suitable for individuals in Vietnam because Southeast Asian complexion is more yellow and darker than Korean skin," say some

Summary from the obtained results

Most of the cosmetic brands that are successful in raising the awareness of Vietnamese people to use Korean cosmetics come from well-known, well-known brands in Vietnam Influenced by TV series, music programs help deepen the user's perception Social networking platforms have brought remarkable results when consumers mainly search for product information online before deciding to buy

Cosmetic brands have cleverly used beauty bloggers and celebrities to attract many viewers and potential customers, and advertising campaigns integrated naturally into each Korean film have changed perceptions—of Vietnamese people's knowledge about facial skincare Influenced by the same culture, both of which are Asian cultures, the use of communication strategies by companies to send messages about natural beauty and oriental methods is easy to reach people's psychology Consumption

- Make good use of images of

KOLs/KOCs to reach customers

- Highly appreciated by Vietnamese people for the use and quality of products

- Strong focus on Asian market

- Having stores in malls or own stores to make shopping easier

- There are many product lines suitable for each object

- Vietnamese consumers prefer international products over domestic products

- Lack of marketing and PR activities

- The ingredients in Korean cosmetics have not been appreciated to treat skin problems

- Some brands do not have official stores in Vietnam yet

- The return policy has many limitations

- Vietnamese people are becoming more and more sophisticated and aware of cosmetics, so they tend to try new products

- The steady growth of the Vietnamese cosmetic market in recent years

- The growing economy makes consumers pay more for cosmetics

Online payment forms develop with more diverse incentives, promotions, and returns

- Reduced tax on cosmetic products after the trade agreement

- Genuine stores start appearing on the e-commerce platform and shipping directly from Korea

- Korean cosmetic brands have built brands in the hearts of Vietnamese consumers

- Vietnam's market management is still poor, leading to many fake and fake goods appearing

- Sold by many retailers and independents, making consumers confused about the origin of the product

- Vietnamese people's perception is biased towards cheaper products rather than products with really good quality but high cost

- Increased competition with different international brands

- Customer service is not good, the return policy has not satisfied consumers

In Vietnam, success in establishing a brand and significantly influencing cosmetics usage habits Using price techniques to correctly target customers and the value it offers, changing the view of Vietnamese and the world

Korean actors, movies, and idols are used to cover and raise knowledge about Korean cosmetics and culture Using social media to draw attention and leave a lasting impact on the user

SOME SOLUTIONS TO ENHANCE MARKETING

Marketing communication lessons from Korean cosmetic brands

Korea is one of the developed Asian countries, especially with the beauty industry emerging with famous and familiar brands: Innisfree, 3CE, The Face Shop Not only creating superior product quality Excel also creates ingenious communication ways to promote product images to consumers, such as coverage through Product Placement appearing in those movies and TV shows This is how Korean cosmetic brands combine products to increase recognition and make customers remember them longer(Lee L W., 2021)

The entertainment industry is one of the areas that Korea invests a lot in to "Communication" effectively Using images and messages from movies and celebrities to "export" the national culture to other countries All entertainment activities, including movies, music, idols, and actors, significantly influence the perception and preferences of Vietnamese people There is clear evidence that the idol fan base in the Vietnamese market is a large amount of cosmetics consumption, cultures and foods appear a lot on the streets of Vietnam, Korea is very successful and skillful in nesting Combine cultural messages with the audience

Cosmetic companies choose famous Korean singers and actors in Vietnam as ambassadors Besides, they are connected with KOL and KOC Vietnam so that products and experiences can reach customers most authentically

Another approach employed by cosmetic corporations is to use the individual as a symbol to become the country's face Some individuals may not be fans of Korean idol culture or idols, yet if you hear an artist's name, you will immediately recognize where he comes from and how influential he is Kim Yu-na, figure skating queen, is similar to Lee Min Ho

However, according to the survey on Vietnamese people's cosmetics consumption behavior discussed in Chapter 2, Korean cosmetic businesses are overly reliant on the media for marketing compared to the quality of their products This causes consumers to be perplexed, and they eventually lose faith in the brand.

Survey participants' jobs

Chart 1,2,3 show that 73.2 percent of survey participants who use cosmetics are female, 19.5 percent are male, and only 7.3 percent are LGBT The age group that participated in the survey is 18-25 years old, accounting for 78 percent of the total, with over 25 years old accounting for 19.5 percent of the total, and this is the age group that uses social media the most Only 2.4 percent of the population is under the age of 18 Students/students account for 50% of the participants in the current job survey, while working individuals account for 22.5 percent

Vietnamese consumers' cosmetic usage and their habits

This part of the survey aims to find out the common habits and behaviors of Vietnamese consumers The first question about the time, age to start using cosmetics is shown in the

Age to start using cosmetics

The survey showed that 46.3% used cosmetics before the age of 18 and, 43.9% used them after the age of 18; only 9.8% did not use cosmetics This shows that Vietnamese consumers use cosmetics very early

Chart 5 questions find out how consumers collect information about cosmetics through which means?

Media know about cosmetic products

Facebook, Tiktok, Instagram, and Zalo, which account for 87 percent of users accessing and searching for information, are the most popular social media platforms The website accounted for 52.2 percent of the total Advertising accounted for 73.9 percent of information consumption, placing it second among search methods, with advertising kinds including social media, television, and books Vietnamese consumers also prefer to seek out cosmetic items based on suggestions from friends, accounting for 60.9 percent of the total, while traditional sources such as books, newspapers, and television only account for 30.4 percent This demonstrates how social networking platforms have a significant impact on how brands approach consumers, how consumers seek for and collect information, primarily through social networks, and different marketing and social media methods In order to get closer to customers, the media plays a crucial role

Chart 6 questions about Korean cosmetic brands sold in Vietnam, with 12 cosmetic brands in all segments.

The most famous Korean cosmetic brands in Vietnam

According to the brand awareness survey, The Face Shop and Innisfree are the most well- known and used brands, with 68.3 percent using Innisfree and 29.4 percent using The Face Shop Whoo and Laneige each account for 7.3 percent of the total, while OHUI, Etude House, It's Skin, and Some By Me each account for 4.9 percent Klairs, SU:M37, and Missha were the remaining three brands, accounting for 2.4 percent of the total Other brands made up 26.8% of the total According to the results of the poll, Vietnamese people favor brands with low pricing, with Innisfree and The Face Shop accounting for the majority of customers Chart 7 & 8 questions about how often Vietnamese people use cosmetics.

Types of cosmetics frequently used by Vietnamese consumers

According to the survey, 73.9 percent of daily users used it on a regular basis, while 26.1 percent used it just on a few crucial occasions and not on a regular basis This indicates that Vietnamese people are more aware of cosmetics and beauty than in past years A big percentage is made up of beauty concerns and frequency of use 95.7 percent of the time was spent on skin care products Makeup accounted for 69.6% of the total, with other cosmetics such as hair care and body care accounting for 43.5 percent Fragrance oil accounted for 34.8 percent of the total Because the Vietnamese are largely impacted by Asian culture, their usage of skin care products reflects their desire for natural treatments that nurture natural beauty

Reaction towards potential marketing strategies

Chart 9 question about factors that make consumers decide to buy

Factors affecting the decision to buy cosmetics

Consumers following advice from previous users in the survey above accounted for the most significant 73.9% Next is online search engines, accounting for 60.9% Viewing and reading reviews from KOCs, KOLs, Influencers on the internet, and the brand's website accounted for 30.4% The number of people who have knowledge about cosmetics, understand their skin, decide to buy products according to their knowledge accounts for 47.8%, and listen to advise from doctors only 39.1% This shows the strong influence of KOLs, KOCs, and Influencers in marketing products to users, and the awareness and knowledge of Vietnamese people about cosmetics is improved.

Brand loyalty

customers is more significant than new customers, retaining customers and building reputation and trust with consumers

Chart 11 questions Have knowledge about the type of cosmetics that consumers use.

Classification of customers with extensive knowledge of cosmetics

The number of users who believe they are not overly concerned and require a thorough understanding of the components is the highest, followed by Totally agree and agree with the concept of needing to know about the type of cosmetics they use There are no counter- arguments to the aforesaid viewpoint

Chart 12 assesses the level of consumer interest in the product when purchasing

Evaluating the level of interest in products when buying