Mawla, Sarah and Reese, Matthias (2016) Analysis Of Brand Preference For Foreign Make-Up Brands. Bachelor thesis, Swiss German University.

Preview	Text Sarah Mawla 16112016 TOC.pdf Download (1MB) | Preview
	Text Sarah Mawla 16112016 1.pdf Restricted to Registered users only Download (838kB)
	Text Sarah Mawla 16112016 2.pdf Restricted to Registered users only Download (225kB)
	Text Sarah Mawla 16112016 3.pdf Restricted to Registered users only Download (1MB)
	Text Sarah Mawla 16112016 4.pdf Restricted to Registered users only Download (2MB)
	Text Sarah Mawla 16112016 5.pdf Restricted to Registered users only Download (568kB)
Preview	Text Sarah Mawla 16112016 Ref.pdf Download (1MB) | Preview

Abstract

Cosmetic product has been a staple need for women these days. With the makeup trend that mostly influenced by social media or any other publishing materials make young women lean towards foreign makeup brands. Foreign makeup brands have always been the favorable one since they have stronger brand image. However, these past year local makeup brands have been on a rise as the demand increase. This research is looking whether young women prefer foreign makeup brands as well as investigating the perception on local and foreign makeup brands and which factor influence their preference. From 150 questionnaire disseminated by researcher the result showed that most respondents prefer foreign makeup brands as they perceived them to be better than local makeup brands with prestige as the most influential factor of brand preference. This research could be meaningful for local brand to shift brand preference by enhancing several aspects such as prestige since it was found that factor makes young women leaning towards foreign makeup brands.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Brand Preferences; Cosmetics; Perception; Foreign
Subjects:	H Social Sciences > HF Commerce > HF5823 Branding (Marketing) T Technology > TP Chemical technology > TP983 Cosmetics--Analysis
Divisions:	Faculty of Business Administration and Communication > Department of Communication and Public Relations
Depositing User:	Astuti Kusumaningrum
Date Deposited:	25 Sep 2020 15:46
Last Modified:	25 Sep 2020 15:46
URI:	http://repository.sgu.ac.id/id/eprint/934

Actions (login required)

View Item