Factors affecting the choice of buying Korean cosmetics

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


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 cosmetic manufacturers. Along with the strong spread of the Korean Wave, Korea is inherently the cradle of many beauty products that have landed in the Vietnamese market relentlessly with a variety of cosmetic brands and types. Currently, the presence 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).
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 Cosmetics 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. Kumar et al. (2014) conducted research on the factors that influence consumer buying behavior when buying cosmetic products 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.

Literature Review
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 subjective norms, beliefs, attitudes, sources of information and advertising, physical attributes, psychological and cognitive attributes 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 satisfaction 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. 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 the factors that affect cosmetic usage the most (Veloutsou et al., 2004;Mustafa & Al-Abdallah, 2020). In addition, this research 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.

Nguyen Thi My
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.

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.  Table 1 presents the structure of the questions associated with the proposed study of this paper.

Table 1
Explain the variables of the model The selling price of all types of Korean skin care products has not been increased in a long time The selling price of all types of Korean facials is consistent with the quality of 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.

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.

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 information). 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 (accounting 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 (accounting 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.

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). .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 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. The factors influencing the buying decision are expressed through linear regression equations: where β0 to β7 represent the regression coefficients, respectively of each factor. Table 6 presents the results of Pearson correlation. 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. 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 correlation 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: 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 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.

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.

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.

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 consumers, thereby stimulating demand and promoting customer buying behavior. They need to offer promotions to attract customers and the promotion must be attractive enough.
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 innovative 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.