THE ANALYSIS OF CHINESE CONSUMER BUYING DECISION TOWARD SAFEGUARD COSMETICS (A Case at Henan, China)

Abstract

This research analyzed the influence of consumer buying behavior, get conclusion and give recommendation to businessman who want do cosmetic business in China. This case study on Safeguard consumers of Pingdingshan, Henan, China. A survey was conducted to 250 respondents who used Safeguard in Pingdingshan, Henan, China. There are four factors: Personal, Social, Culture and Psychological factors. Data analysis used was multiple linear regression with R-squared and test hypothesis using T-test for testing the partial regression coefficients and F-test to test the effect together with a significance level of 5%. It also tested the classical assumptions that included normality test, multicollinearity test, test of heterocedasticity and autocorrelation test. The result indicate that Social Factors(X2) have no significant effect towards consumer buying behavior. The variables are Personal, Culture and Psychological Factors, and this three factors both has significantly positive effect to consumer buying behavior. Predictive ability of four variables to consumer buying behavior in this study is 57% while the remaining is 43% be affected by other factors not include in the research model. As the conclusion this four factors have significant influence to consumer buying behavior, for business administration hopefully this research can help businessman to do business plan.