Factors affecting the choice of Rohto Vietnam company’s acnes product line

Hung Van Tran () and Anh Viet Tran ()

Humanities and Social Sciences Letters, 2024, vol. 12, issue 1, 65-76

Abstract: The objective of this study is to identify the various elements that influence the decision-making process in selecting the acne product line offered by Rohto Vietnam Company specifically within the context of Ho Chi Minh City, Vietnam. A representative sample consisting of 265 clients who have used acnes’ facial care and acne prevention products within Ho Chi Minh City was gathered and subjected to analysis. This study makes a substantial contribution by investigating the factors that influence consumers' choices for Rohto Vietnam's Acnes product line in Ho Chi Minh City, Vietnam. The results underscore the importance of various factors including safety, aesthetics, brand reputation, pricing, geographical proximity, promotional efforts and social impact in influencing consumer decision-making. Understanding these factors and the implications they carry will help Rohto Vietnam develop targeted marketing strategies to effectively position and support the acne product line which will eventually lead to the attraction and retention of a loyal customer base. The company should place a high level of importance on product safety, allocate resources towards enhancing product aesthetics, establish a robust brand image, carefully evaluate pricing strategies and execute impactful marketing and promotional initiatives. These actions are necessary to meet consumer expectations and strengthen their competitive advantage within the skincare industry.

Keywords: Brand; Consumer choice; Customer; Decision-making; Promotion; Social impact. (search for similar items in EconPapers)
Date: 2024
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