Developing Marketing Practices Based on Consumer Behavior. Case Company: Shiseido Group Vietnam

Abstract

Shiseido Group is a well-known Japanese multinational company founded in 1872. It develops skin care, hair care, cosmetics, and fragrance products. Shiseido Group has been promoting its brands and products in Vietnam since 1997. However, with the thriving growth of the Vietnamese cosmetics market, business competition in the industry has gotten fiercer than ever. Therefore, Shiseido Group aims to expand its business and strengthen its position in the market. Consumer behavior is a fundamental factor in creating an effective marketing strategy, which plays an important role in attracting consumers and raise brand awareness. Thus, this thesis attempts to provide insight into the Vietnamese consumer behavior to develop applicable marketing practices for Shiseido Group in the Vietnamese cosmetics market.

The thesis uses inductive reasoning approach. Both qualitative and quantitative data were gathered through an online survey and three interviews. Information used in the study is obtained from both primary and secondary sources. Primary data are gathered from an online survey sent to Vietnamese consumers and interviews with independent cosmetics sellers in Vietnam. Secondary data are gathered from scholarly books and articles and literature reviews.

The theoretical part discusses consumer behavior and marketing strategy. After that, the Vietnamese cosmetics market and its consumers are analyzed. The empirical research is then carried out and analyzed. Recommendations are provided for the case company based on the findings from both primary and secondary sources. The target customer group and marketing practices are proposed to the case company.