THE IMPACT OF DEMOGRAPHIC CHARACTERISTICS AND KNOWLEDGE ON THE REPURCHASE INTENTION OF CONSUMERS' SKINCARE IN CAN THO CITY IN 2022 - 2023

Abstract

 Background: The demand for skincare cosmetics is increasing. Markets currently offer a variety of skincare. However, the understanding of these products is still limited. These products have not been deeply researched on the knowledge and related factors that affect the intention to repeat purchase of skin care cosmetics. This study investigates the knowledge and related factors about skincare cosmetics among customers and makes a judgment about the intention to buy skincare cosmetics. Objectives: To evaluate the impact of demographic characteristics and knowledge on the repurchase intention of skincare in Can Tho city between December 2022 and September 2023. Materials and methods: A cross-sectional descriptive study was conducted using the Theory of Planned Behavior (TPB) questionnaire. The survey targeted 531 consumers from nine districts in Can Tho city, who were at least 16 years old and had purchased skincare products at least twice. Data was collected through face-to-face interviews using a survey toolkit, aimed at evaluating knowledge and the intention to repurchase skincare cosmetics. Data analysis was performed using Microsoft Excel 2016 and SPSS 20. Results: Female gender, age 18-35, and high school and university students were a substantial proportion of respondents, accounting for 74.6%, 64.4%, and 35.4%, respectively. The majority of survey participants agreed with the idea that regular use of skincare cosmetics will improve skin problems. Conclusions: Consumers with extensive knowledge of skincare products, those with postgraduate degrees, those with a monthly income of more than 10 million VND, and healthcare workers have the best understanding of these products. These results suggest that businesses producing skincare cosmetics should focus their product information on the most relevant customer groups.