<p><strong>Date: </strong>2009-06-02<strong></strong></p><p><strong>Program: </strong>International Marketing<strong></strong></p><p><strong>Authors: </strong>Anantaya Ponbamrungwong & Sirada Chandsawang<strong></strong></p><p><strong>Title: </strong>The impact of brand on Thai female consumer in purchase decision of foreign makeup product<strong></strong></p><p><strong>Research Question: </strong>Does brand equity affect Thai female consumer in foreign makeup product purchase?<strong></strong></p><p><strong>Purpose: </strong>to investigate the effect of brand on consumer purchasing decision of foreign makeup product. The outcome of the research would be beneficial to marketing professionals especially in Thai cosmetics-makeup industry to understand the target consumer-based brand equity regarding their purchasing decision<strong>.</strong></p><p><strong>Method: </strong>The concepts of Brand equity and Purchase decision are chosen to study behavior of the target respondents; Thai female consumers who live in Bangkok, Thailand on their purchase decision of buying foreign makeup products.</p><p><strong>Conclusion:</strong> Brand equity does not totally affect Thai female consumer in their purchasing decision of buying foreign make up products. However, the respondents have the concept of brand equity: brand loyalty, brand awareness, brand associations and perceived quality in their mind but they did not generally relate the whole concepts to make a final purchase decision of foreign makeup products.</p><p> </p><p><strong>Keywords:</strong> Cosmetic, Makeup products, Brand equity, Purchase decision</p>

Date: 2009-06-02 Program: International Marketing Authors: Anantaya Ponbamrungwong &amp; Sirada Chandsawang Title: The impact of brand on Thai female consumer in purchase decision of foreign makeup product Research Question: Does brand equity affect Thai female consumer in foreign makeup product purchase? Purpose: to investigate the effect of brand on consumer purchasing decision of foreign makeup product. The outcome of the research would be beneficial to marketing professionals especially in Thai cosmetics-makeup industry to understand the target consumer-based brand equity regarding their purchasing decision. Method: The concepts of Brand equity and Purchase decision are chosen to study behavior of the target respondents; Thai female consumers who live in Bangkok, Thailand on their purchase decision of buying foreign makeup products. Conclusion: Brand equity does not totally affect Thai female consumer in their purchasing decision of buying foreign make up products. However, the respondents have the concept of brand equity: brand loyalty, brand awareness, brand associations and perceived quality in their mind but they did not generally relate the whole concepts to make a final purchase decision of foreign makeup products.   Keywords: Cosmetic, Makeup products, Brand equity, Purchase decision