Research into intergenerational differences among Chinese female tourists consuming Thai cosmetics
Vol 8, Issue 10, 2024
VIEWS - 1267 (Abstract)
Abstract
Consumers, particularly women, pursue beauty and health in order to uphold their image within society, which has contributed to consistent demand for cosmetics. The cosmetics market, driven by globalization and cultural exchange, sees Thai cosmetics gaining popularity among Chinese women. There has been a significant rise in the popularity of Thai cosmetics, known for their natural ingredients and innovative formulations. With a growing interest in cross-cultural consumer behaviour, particularly in the context of skincare and make-up products, understanding how different age groups perceive and choose Thai cosmetics is crucial for effective marketing strategies. The main issue is the development of consumer preferences over time among Chinese women who have only recently been given the opportunity to choose among many brands. This qualitative study explores the intergenerational differences in Chinese female consumers’ preferences for Thai cosmetics, aiming to uncover rich insights into their perceptions, attitudes, and behaviours. The target population is female Chinese who have visited Thailand and purchased or used Thai-branded cosmetics. Key themes emerge regarding the perception of product efficacy, the cultural authenticity and the role of digital media and trends in influencing product choices. Findings highlight nuanced generational preferences, with older cohorts emphasizing trust and familiarity with established brands, while younger cohorts prioritize innovation, sustainability, and personalized beauty experiences. These insights provide valuable implications for marketers seeking to tailor strategies and product offerings to engage effectively diverse generational segments within the competitive cosmetics market.
Keywords
Full Text:
PDFReferences
- Belch, G. E., & Belch, M. A. (2020). Advertising and Promotion: An Integrated Marketing Communications Perspective, 12th ed. McGraw-Hill Education.
- Bhattacharya, C. B., & Sen, S. (2015). Consumer Behavior in a Multichannel, Multimedia Retailing Environment. Journal of Interactive Marketing, 29(2), 13–30.
- Boddy, C. R. (2016), Sample size for qualitative research. Qualitative Market Research, 19(4), 426–432. https://doi.org/10.1108/qmr-06-2016-0053
- Brown, C., & White, D. (2019). Understanding generational differences in beauty product preferences: Insights from focus group discussions. Journal of Marketing Studies, 38(3), 321–335. https://doi.org/10.1016/j.jomarkstudies.2018.12.004
- Chan, T. K. H., & Li, S. (2019). Exploring the Motives and Perceptions of Chinese Consumers’ Preference for International Cosmetic Brands. Journal of Retailing and Consumer Services, 51, 297–304. https://doi.org/10.1016/j.jretconser.2019.06.004
- Chang, S., & Wu, Y. (2020). Understanding Millennial consumers’ perceptions of Thai cosmetics: Insights from focus group discussions. Journal of Retailing and Consumer Services, 52, 102345. https://doi.org/10.1016/j.jretconser.2020.102345
- Chen, Y., & Chang, C. (2019). The impact of social media influencers on purchase intention and the mediation effect of customer attitude: The case of Taiwan. Journal of Food Products Marketing, 25(1), 76–88. https://doi.org/10.1080/10454446.2019.1587660
- Deloitte. (2020). Global Marketing Trends 2020: Understanding Consumer Values in a Turbulent World. Available online: https://www2.deloitte.com/global/en/pages/about-deloitte/articles/global-marketing-trends.html (accessed on 9 June 2024).
- Department of International Trade Promotion Ministry of Commerce. (2023). Thai Beauty and Skincare Industry. Available online: https://www.ditp.go.th/wp-content/uploads/2023/11/13_Thai-Beauty-and-Skincare Industry (accessed on 8 May 2024).
- Ding, Y., Wang, Y., & Fu, P. (2018). Factors Affecting Consumers’ Purchase Intentions of Green Cosmetics: An Empirical Study in China. Sustainability, 10(7), 1–16. https://doi.org/10.3390/su10072281
- Dong, P., & Wu, T. (2019). Does country of origin matter for luxury cosmetic brands? Journal of Business Research, 101, 485–495. https://doi.org/10.1016/j.jbusres.2019.01.017
- Fong, E. (2018). Exploring the influence of social media on cosmetics purchasing among young women in Hong Kong. Asia Pacific Journal of Marketing and Logistics, 30(1), 165–179. https://doi.org/10.1108/APJML-02-2017-0043
- Gu, X., & Chan, R. Y. K. (2020). Understanding Chinese consumers’ green purchasing behavior: The roles of green perceived value, green perceived risk, and green trust. Journal of Business Ethics, 165(3), 473–489. https://doi.org/10.1007/s10551-019-04185-2
- Hooper, B. (1998). ‘Flower Vase and Housewife:’ Women and Consumerism in Post-Mao China. In: Sen, K. and Stivens, M. (editors). Gender and Power in Affluent Asia. London and New York, NY: Routledge. pp. 87–126.
- Lam, L. W., Chan, K. W., & Chan, R. Y. (2012). Does the gender of adolescents matter in consumer socialization? An investigation of Chinese adolescent consumers. Journal of Consumer Marketing, 29(2), 108–118. https://doi.org/10.1108/07363761211203042
- Lee, Y., & Chen, Y. (2018). The impact of collectivism on Chinese consumers’ preferences for imported beauty products. International Journal of Consumer Studies, 42(5), 578–586. https://doi.org/10.1111/ijcs.12459
- Mannheim, K. (1952). The Problem of the Generations. In: Kecskemeti, P. (editors). Karl Mannheim: Essays. Routledge.
- Mekong Tourism Coordinating Office (2015). GMS Tourism Performance, 2014. Available online: https:// www.mekongtourism.org/about/tourism-performance.
- Ministry of Commerce of Thailand. (2023). Thailand’s Cosmetics Industry: A Growing Power. Available online: https://www.moc.go.th/ (accessed on 25 June 2024).
- Minton, J. W., & Schneider, S. M. (1980). The Relationship between Age and Consumer Practices. Journal of Marketing Research, 17(3), 379–388.
- Osborne, D., & Marchegiani, C. (2011). Intergenerational Influence on Brand Preference and Consumption Orientations in Australia. In: Proceedings of Australian and New Zealand Marketing Academy conference. Australian and New Zealand Marketing Academy.
- Pandey, P., & Pandey, M. M. (2015). Research methodology. In Studies of Organized Crime: vol 2. Philadelphia’s Black Mafia. Springer, Dordrecht. https://doi.org/10.1007/0-306-48132-4_2
- Rahimi, R., & Naderpajouh, N. (2020a). Cultural adaptation of international cosmetic brands in the Chinese market: A case study of Thai cosmetics. Journal of Global Fashion Marketing, 11(2), 177–191. https://doi.org/10.1080/20932685.2020.1745959
- Rahimi, R., & Naderpajouh, N. (2020b). The Role of Cultural and Environmental Factors in Consumer Behavior: A Case Study of Thai Cosmetics in the Chinese Market. International Journal of Marketing Studies, 12(3), 98–115.
- Retail Asia (2024). Around 1 in 2 Thai consumers likely to switch beauty brands. Available online: https://retailasia.com/news/around-1-in-2-thai-consumers-likely-switch-beauty-brands (accessed on 13 April 2024).
- Smith, A., & Jones, B. (2017). Exploring consumer perceptions of imported cosmetics: A qualitative study in Shanghai. Journal of Consumer Research, 45(2), 189–204. https://doi.org/10.1177/0093650216658902
- Thai Cosmetic Manufacturers Association. (2022). About TCMA. Available online: https://www.thaicosmetic.org (accessed on 25 June 2024).
- Thai Trade Center. (2024). Beauty and Personal Care: Thailand’s Strength in Cosmetics. Available online: https://www.thaitrade.com/ (accessed on 25 June 2024).
- Ting, S. D. (2020). Intergenerational brand transfer on cosmetics products. Education, 2(14.3), 1–6.
- Wang, L., & Kim, S. S. (2016). Factors influencing Chinese consumers’ intention to purchase imported cosmetics: A study in Tianjin, China. Journal of Business Research, 69(5), 2001–2007. https://doi.org/10.1016/j.jbusres.2015.10.109
- Wong, H., & Li, M. (2019). Exploring generational differences in Chinese women’s preferences for Thai cosmetics: Insights from in-depth interviews. Journal of Consumer Behavior, 18(4), 432–448. https://doi.org/10.1002/cb.1765
- Zemke, R., Raines, C., & Filipczak, B. (2000). Generations at Work: Managing the Clash of Veterans, Boomers, Xers, and Nexters in Your Workplace. New York: American Management Association.
DOI: https://doi.org/10.24294/jipd.v8i10.7832
Refbacks
- There are currently no refbacks.
Copyright (c) 2024 Juan Ma, John Walsh
License URL: https://creativecommons.org/licenses/by/4.0/
This site is licensed under a Creative Commons Attribution 4.0 International License.