CONSUMER CHOICE DECISION FOR BUYING SHEET MASK: CASE STUDY OF INDONESIAN, KOREAN, AND FRENCH SHEET MASK COMPARISON
Recently, skincare products are gaining a bigger share in the Indonesian lucrative cosmetic market. This fast-growing market segment has attracted many global manufacturers to market their products in the Indonesian domestic market. Many Indonesian women prefer well-known brands imported from Korea...
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id-itb.:644962022-05-25T09:01:13ZCONSUMER CHOICE DECISION FOR BUYING SHEET MASK: CASE STUDY OF INDONESIAN, KOREAN, AND FRENCH SHEET MASK COMPARISON Ferica, Michelle Indonesia Final Project Cosmetics, Choice Decision, Choice Modelling, Sheet Mask, Skin Care INSTITUT TEKNOLOGI BANDUNG https://digilib.itb.ac.id/gdl/view/64496 Recently, skincare products are gaining a bigger share in the Indonesian lucrative cosmetic market. This fast-growing market segment has attracted many global manufacturers to market their products in the Indonesian domestic market. Many Indonesian women prefer well-known brands imported from Korea and France for their skincare needs. One of the most popular and most sought after skincare products are the Sheet mask, which is the focus of this research. As we know, Global brands dominate about 70% market share of the Indonesian cosmetic market. It means the demand for imported cosmetics in Indonesia keeps growing while the Indonesian domestic cosmetic brand remains a small market player. The objectives of this research are to identify what are the factors that influence Indonesian women in purchasing sheet masks, Indonesian women's preferences in choosing a sheet mask, and give some good recommendations to the Indonesian skincare company. Choice modeling analysis is used in this research to estimate the probability of Indonesian women choosing sheet masks. This research surveyed 505 respondents via an online questionnaire. The author designed the stated preference questionnaire using d efficient by NGENE software. The NGENE generates six alternatives scenarios combination with six attributes, which are price, brand, packaging, quality, halal essence, and effect. In our questionnaire, the respondents are asked to answer their most likely chosen product origin from attribute combination scenarios. Also, there are several questions about attitude and subjective norm. In finding the significant attributes, multinomial logistic regression with maximum likelihood estimation was performed. The results show that there are only several attributes that have a significant value. Those attributes are Indonesian sheet mask effect, Indonesian sheet mask halal essence, Indonesian sheet mask quality, Korean sheet mask price, Korean sheet mask quality, Korean sheet mask halal essence, French sheet mask price, French sheet mask quality, French sheet mask halal essence and French sheet mask effect. The survey also shows that most Indonesian women (around 43.8%) prefer Korean sheet mask—several recommendations for the Indonesian skincare company to prioritize the significant and elastic attribute to be improved. The government should make some campaign about loving the local product, and as the public, we should appreciate the Indonesian product, to support the countries in increasing their revenue. text |
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Recently, skincare products are gaining a bigger share in the Indonesian lucrative cosmetic market. This fast-growing market segment has attracted many global manufacturers to market their products in the Indonesian domestic market. Many Indonesian women prefer well-known brands imported from Korea and France for their skincare needs. One of the most popular and most sought after skincare products are the Sheet mask, which is the focus of this research. As we know, Global brands dominate about 70% market share of the Indonesian cosmetic market. It means the demand for imported cosmetics in Indonesia keeps growing while the Indonesian domestic cosmetic brand remains a small market player. The objectives of this research are to identify what are the factors that influence Indonesian women in purchasing sheet masks, Indonesian women's preferences in choosing a sheet mask, and give some good recommendations to the Indonesian skincare company. Choice modeling analysis is used in this research to estimate the probability of Indonesian women choosing sheet masks. This research surveyed 505 respondents via an online questionnaire. The author designed the stated preference questionnaire using d efficient by NGENE software. The NGENE generates six alternatives scenarios combination with six attributes, which are price, brand, packaging, quality, halal essence, and effect. In our questionnaire, the respondents are asked to answer their most likely chosen product origin from attribute combination scenarios. Also, there are several questions about attitude and subjective norm. In finding the significant attributes, multinomial logistic regression with maximum likelihood estimation was performed. The results show that there are only several attributes that have a significant value. Those attributes are Indonesian sheet mask effect, Indonesian sheet mask halal essence, Indonesian sheet mask quality, Korean sheet mask price, Korean sheet mask quality, Korean sheet mask halal essence, French sheet mask price, French sheet mask quality, French sheet mask halal essence and French sheet mask effect. The survey also shows that most Indonesian women (around 43.8%) prefer Korean sheet mask—several recommendations for the Indonesian skincare company to prioritize the significant and elastic attribute to be improved. The government should make some campaign about loving the local product, and as the public, we should appreciate the Indonesian product, to support the countries in increasing their revenue. |
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Final Project |
author |
Ferica, Michelle |
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Ferica, Michelle CONSUMER CHOICE DECISION FOR BUYING SHEET MASK: CASE STUDY OF INDONESIAN, KOREAN, AND FRENCH SHEET MASK COMPARISON |
author_facet |
Ferica, Michelle |
author_sort |
Ferica, Michelle |
title |
CONSUMER CHOICE DECISION FOR BUYING SHEET MASK: CASE STUDY OF INDONESIAN, KOREAN, AND FRENCH SHEET MASK COMPARISON |
title_short |
CONSUMER CHOICE DECISION FOR BUYING SHEET MASK: CASE STUDY OF INDONESIAN, KOREAN, AND FRENCH SHEET MASK COMPARISON |
title_full |
CONSUMER CHOICE DECISION FOR BUYING SHEET MASK: CASE STUDY OF INDONESIAN, KOREAN, AND FRENCH SHEET MASK COMPARISON |
title_fullStr |
CONSUMER CHOICE DECISION FOR BUYING SHEET MASK: CASE STUDY OF INDONESIAN, KOREAN, AND FRENCH SHEET MASK COMPARISON |
title_full_unstemmed |
CONSUMER CHOICE DECISION FOR BUYING SHEET MASK: CASE STUDY OF INDONESIAN, KOREAN, AND FRENCH SHEET MASK COMPARISON |
title_sort |
consumer choice decision for buying sheet mask: case study of indonesian, korean, and french sheet mask comparison |
url |
https://digilib.itb.ac.id/gdl/view/64496 |
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