Exploring the Impact of Marketing Communication on Consumer Behaviors in China’s Cosmetics Industry
DOI:
https://doi.org/10.54097/hbem.v8i.7170Keywords:
Consumer Behavior, Marketing Analysis, China’s Cosmetics, In-depth Interview.Abstract
The Chinese cosmetics market is one of the country's most dynamic and quickly rising economies. Marketing communication is one of the industry's success elements, as more and more firms expand their markets using various marketing tactics. The purpose of this study is to determine the impact of marketing communication on consumer behavior. The significance of this paper is to explore the impact of marketing communications on consumer behavior in order to provide a theoretical basis for future measures to be taken by policymakers. In-depth interviews were used to acquire primary data for this study. Eight individuals who buy and use cosmetics on a regular basis participated in the survey. The findings revealed that most participants see the influence of marketing communication. This paper concludes that marketing communications are critical in the Chinese cosmetics industry, particularly as marketing communications influence consumer purchasing behavior.
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