A Study on the Factors Affecting the Intention of Consumers in Ho Chi Minh City to Buy L'Oréal Skin Care Products
Published: July 29, 2026
Abstract
This study analyzes the intention of consumers in Ho Chi Minh City to purchase L'Oréal skin care products. The results indicate that three factors affect consumers' purchase intentions. In descending order of influence, these factors are:
Attitude (β = 0.403);
Promotion (β = 0.303);
Brand.
Based on these findings, the study proposes several recommendations to help L'Oréal evaluate and improve its marketing activities and business strategies in the future.
Keywords
purchase intentionskin care productsL'OréalconsumersHo Chi Minh City.
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