Choice Criteria of Cosmetics among Chinese Consumers
LI, ZHU (2014) Choice Criteria of Cosmetics among Chinese Consumers. [Dissertation (University of Nottingham only)] (Unpublished)
Becoming familiar with consumers’ choice criteria towards a certain kind of product can help marketers tailor more efficient market strategies. Cosmetics play a very important part in the lives of women. Plautus asserted, “A woman without paint is like food without salt”. In recent years, the Chinese cosmetic market has flourished. The aim of this dissertation is to understand the choice criteria of cosmetics in the context of the Chinese market. Country-of-origin, brand image and quality are the three choice criteria that will be focused upon.
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