Academic Journal of Business & Management, 2023, 5(13); doi: 10.25236/AJBM.2023.051309.
Lyu Xin1, Pang Beisheng2, Jiang Jie2, Mo Linqing3
1School of Bussiness, Hechi University, Yizhou, 546300, Guangxi, China
2School of Faculty of Teacher Education, Hechi University, Yizhou, 546300, Guangxi, China
3School of Faculty of Teacher Bussiness, Wuzhou Vocational College, Wuzhou, 543002, Guangxi, China
In the development of cosmetics industry, the most critical aspect is the consumer segment, focusing on the factors that affect cosmetics consumers in the consumption process will enable companies to have an better understanding of the needs of cosmetics consumers and develop corresponding marketing strategies, thus improving the competitiveness of Chinese Mainland cosmetics companies. The purpose of this study was to investigate the factors of university students in Guangxi province repurchase Florasis products. In this study, a questionnaire with 23 questions created by the researcher was used. The statistical population consisted of Florasis brand consumers and repurchase consumers, and 370 people were selected by non-probability sampling to answer the research questionnaire. By using multiple research methods and combining the data obtained from the survey, factors that influence consumers to repurchase Florasis were derived. In addition, this study aims to provide some ideas for marketers.
Cosmetics, repurchase, Florasis brand
Lyu Xin, Pang Beisheng, Jiang Jie, Mo Linqing. The Study on Chinese Cosmetics Repurchase Intention: A Survey Based on the Florasis Brand, Guangxi Province, China. Academic Journal of Business & Management (2023) Vol. 5, Issue 13: 53-62. https://doi.org/10.25236/AJBM.2023.051309.
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