Analyzing the Factors Affecting Purchase Intention: The Case of Estee Lauder Company
DOI:
https://doi.org/10.54691/bcpbm.v20i.1057Keywords:
Estee Lauder; Consumer Purchase Intention; Marketing Mix 4Ps; Cosmetic Brand.Abstract
In the 21st century, Chinese consumers' consumption of beauty products is on the rise and international brands dominate the Chinese market but are now facing the threat of increasingly competitive domestic brands. This paper uses the international brand Estee Lauder as an example to explore how Estee Lauder influences consumers' purchase intentions. This paper combines some research on consumer intentions to propose three elements that influence consumer intentions perceived value, brand trust, and brand attitude. SWOT Analysis research method is used to analyze Estee Lauder's 4P marketing strategy. This study concluded that product quality, brand reputation, and social media promotion are the factors that influence perceived value, brand trust, and brand attitude respectively, i.e., the factors that influence consumers' purchase intention. Therefore, international brands can adjust and improve their marketing strategies to meet consumer needs based on these three factors. This study provided some insights into the future trends of international brands in the Chinese beauty market.
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