| Summary: | 碩士 === 靜宜大學 === 寰宇管理碩士學位學程 === 106 === The purpose of this research paper is to study consumer buying behavior towards cosmetic products in these two different countries. In cosmetic markets the opportunity and the potential are huge, in order to increase the sales volume and make marketing strategies to increase consumers’ purchase behavior, manufacturers have to understand consumer’s buying decision-making process is really important. Living in the globalization, cooperation, consumption and international teamwork between people from different countries are increasing. This is the case of Taiwan and France, two important countries with really different culture from East and West. However, these two countries have a different cultural way to apprehend the consumer’s behavior when buying cosmetic products. Culture is a pervasive influence which underlies all facets of social behavior and interaction. It is embodied in the objects used in everyday life and in modes of communication in society. Cosmetics are ubiquitous elements of consumer’s culture of the imperatives of contemporary life. In the literature review, we identified that the main difference between the two culture’s consumer’s behavior when they purchasing cosmetic products. This study is also interesting for current or future workers in a French-Taiwanese team in order to better understand how consumer buying behavior factors influence consumers when purchasing, the differences between the two cultures and the impact on behaviors. The research is about the data which was collected through a questionnaire for Taiwanese and French students who are all using cosmetics. The aim of this research is to identify the influences of consumers’ purchase decision based on different culture. The quantitative method was chosen as it best fits the purpose of this study that attempts to understand Taiwan and France consumers’ behavior in making the decision to buy cosmetics products. The findings may be useful to online retailers, international companies, as well as marketers and practitioners to recognize and better understand the new trends that occur in the cosmetics industry. This study also suggests that manufacturers can develop effective marketing strategies by emphasizing the quality of product, price, packages, fragrances, and designs of product...etc. to enhance consumers’ perceived value to expend their purchase intentions in different culture due to their understanding of different culture behavior.
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