close
This essay has been submitted by a student. This is not an example of the work written by professional essay writers.

Young Vietnamese Consumers’ Makeup Application from Reference Group Perspective

downloadDownload printPrint

Pssst… we can write an original essay just for you.

Any subject. Any type of essay.

We’ll even meet a 3-hour deadline.

Get your price

121 writers online

blank-ico
Download PDF

As the results of this study show, Vietnamese cultural values still hold strong impacts on Vietnamese young female consumers. By the nature of collectivism society, Vietnamese young girls still have the tendency of conforming to the social norm instead of standing out of the group. The natural and pure look is still the beauty orientation of most participants in this study. Although some cultural values are maintained, its meanings and values are slightly changed. The white skin is still a standard of beauty, but individuals interpret its meanings in different ways instead of traditionally considering it as a symbol of social status.

In terms of reference groups, their impacts on individuals do not fix at all time. Considering familial-based influence, parents’ objection to wearing makeup at school or at the early age creates barrier that make young girls be more hesitated and lessen their makeup in this context. As the girls acquired certain technique of makeup, parrents appear to be “Neglecting parents” or “Indulgent parents” (Baumrind, 1991). Parents might raise the concern on product quality and origin, and give opinions on their daughters’ look, but did not involve directly in their daughters’ beauty practice, particularly the use of makeup. In addition, similar to clothes, participants see makeup as a kind of fashion which themes subject to change by time and wearers’ age. The girls and their parents belong to different generations that have different beauty practice. Thus, they chose to refer to the reference groups that share the same values and characteristics such as friends, other beautiful girls and the beauty vloggers.

Individuals were found to be heavily influenced by peers. The encouragement and ubiquitous use of makeup by friends trigger individuals’ makeup trial. The peers pressure is another force that lead to individuals’ use of makeup. Furthermore, friends may influence consumers’ purchase intention, product trial, brand use and the choice of makeup style.

Hofstede et al. (2010) stated that the girls’ beauty ideals are most influenced by the parents, rather than the media or celebrities. However, in our study, beauty vloggers on YouTube appear to be a new reference group that exerts impacts on consumers’ perception toward the belief of beauty and makeup application. Beauty vloggers on YouTube play crucial role in the beauty practices of Vietnamese young female consumers. They provide knowledge, skills and updated trend as the rich source and alternatives for consumers to construct and present themselves.

infoRemember: This is just a sample from a fellow student.

Your time is important. Let us write you an essay from scratch

100% plagiarism-free

Sources and citations are provided

Find Free Essays

We provide you with original essay samples, perfect formatting and styling

Cite this Essay

To export a reference to this article please select a referencing style below:

Young Vietnamese Consumers’ Makeup Application From Reference Group Perspective. (2019, Jun 12). GradesFixer. Retrieved August 3, 2021, from https://gradesfixer.com/free-essay-examples/young-vietnamese-consumers-makeup-application-from-reference-group-perspective/
“Young Vietnamese Consumers’ Makeup Application From Reference Group Perspective.” GradesFixer, 12 Jun. 2019, gradesfixer.com/free-essay-examples/young-vietnamese-consumers-makeup-application-from-reference-group-perspective/
Young Vietnamese Consumers’ Makeup Application From Reference Group Perspective. [online]. Available at: <https://gradesfixer.com/free-essay-examples/young-vietnamese-consumers-makeup-application-from-reference-group-perspective/> [Accessed 3 Aug. 2021].
Young Vietnamese Consumers’ Makeup Application From Reference Group Perspective [Internet]. GradesFixer. 2019 Jun 12 [cited 2021 Aug 3]. Available from: https://gradesfixer.com/free-essay-examples/young-vietnamese-consumers-makeup-application-from-reference-group-perspective/
copy to clipboard
close

Sorry, copying is not allowed on our website. If you’d like this or any other sample, we’ll happily email it to you.

    By clicking “Send”, you agree to our Terms of service and Privacy statement. We will occasionally send you account related emails.

    close

    Attention! This essay is not unique. You can get a 100% Plagiarism-FREE one in 30 sec

    Receive a 100% plagiarism-free essay on your email just for $4.99
    get unique paper
    *Public papers are open and may contain not unique content
    download public sample
    close

    Sorry, we could not paraphrase this essay. Our professional writers can rewrite it and get you a unique paper.

    close

    Thanks!

    Your essay sample has been sent.

    Want us to write one just for you? We can custom edit this essay into an original, 100% plagiarism free essay.

    thanks-icon Order now
    boy

    Hi there!

    Are you interested in getting a customized paper?

    Check it out!
    Having trouble finding the perfect essay? We’ve got you covered. Hire a writer
    exit-popup-close

    Haven't found the right essay?

    Get an expert to write you the one you need!

    exit-popup-print

    Professional writers and researchers

    exit-popup-quotes

    Sources and citation are provided

    exit-popup-clock

    3 hour delivery

    exit-popup-persone