Analyzing Vietnamese Students’ Perceptions of Lumene in Finland

Abstract

This thesis explores the perceptions of Vietnamese students in Finland towards Lumene, a Finnish skincare brand. The aim of this thesis is to explore how Vietnamese students perceive and engage with Lumene. The findings of this thesis will be answered the following research questions: 1. How do Vietnamese students in Finland perceive Lumene in terms of brand identity? 2. What are the key factors influencing the purchasing decision of Vietnamese students in Finland towards Lumene? This study is delimited to the examination of the perceptions of Lumene among Vietnamese students in Finland. The research targets Vietnamese students who are currently enrolled in all kinds of Finnish higher education institutions. The thesis apply these models as main theoretical framework: Aaker brand identity theories, Factors influencing purchase decision of Kotler, Cultural dimension of Hofstede. The thesis employ qualitative methods and using focus group discussion to analyze the results. The findings imply that economic factors, such as price sensitivity, have a major impact on Vietnamese students' shopping decisions, reflecting their budgetary restrictions. Cultural and societal elements, such as the impact of Korean beauty standards and social media, have also been highlighted as important predictors of consumer behavior. Personal factors, such as ethical considerations and lifestyle compatibility, appear to also influence this demographic's decision for skincare products.