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Date: 2009-06-02

Program: International Marketing

Authors: Anantaya Ponbamrungwong & 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