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    MR3 - GROUP1 - Cocoon (Customer Intention)

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    22003895
    This research aims to investigate factors influencing Gen Z's intention to purchase products from Cocoon, a pioneering vegan cosmetics company in Vietnam. Cocoon was founded in 2013 and uses only natural, Vietnamese-sourced ingredients in its products. The research seeks to understand consumer perceptions and identify trends to help Cocoon enhance its brand, develop new products, and plan effective marketing campaigns. It also examines Cocoon's focus on environmental and social issues through initiatives like refill stations, waste reduction efforts, and support for animal welfare organizations.

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    MR3 - GROUP1 - Cocoon (Customer Intention)

    Uploaded by

    22003895
    23 views1 page
    This research aims to investigate factors influencing Gen Z's intention to purchase products from Cocoon, a pioneering vegan cosmetics company in Vietnam. Cocoon was founded in 2013 and uses only natural, Vietnamese-sourced ingredients in its products. The research seeks to understand consumer perceptions and identify trends to help Cocoon enhance its brand, develop new products, and plan effective marketing campaigns. It also examines Cocoon's focus on environmental and social issues through initiatives like refill stations, waste reduction efforts, and support for animal welfare organizations.

    Original Description:

    Customer Purchase Intention

    Original Title

    MR3_ GROUP1_ Cocoon (Customer Intention)

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    This research aims to investigate factors influencing Gen Z's intention to purchase products from Cocoon, a pioneering vegan cosmetics company in Vietnam. Cocoon was founded in 2013 and uses only natural, Vietnamese-sourced ingredients in its products. The research seeks to understand consumer perceptions and identify trends to help Cocoon enhance its brand, develop new products, and plan effective marketing campaigns. It also examines Cocoon's focus on environmental and social issues through initiatives like refill stations, waste reduction efforts, and support for animal welfare organizations.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    23 views1 page

    MR3 - GROUP1 - Cocoon (Customer Intention)

    Uploaded by

    22003895
    This research aims to investigate factors influencing Gen Z's intention to purchase products from Cocoon, a pioneering vegan cosmetics company in Vietnam. Cocoon was founded in 2013 and uses only natural, Vietnamese-sourced ingredients in its products. The research seeks to understand consumer perceptions and identify trends to help Cocoon enhance its brand, develop new products, and plan effective marketing campaigns. It also examines Cocoon's focus on environmental and social issues through initiatives like refill stations, waste reduction efforts, and support for animal welfare organizations.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 1

    Research topic: Factors affecting GenZ’s intention to buy Cocoon products.

    Overview:

    This research was made to investigate several impacts of Cocoon products on customers’

    intention to purchase, especially paying attention to GenZ. Cocoon was founded in 2013 and

    currently is one of the pioneering companies in manufacturing vegan products in the Vietnamese

    market. Besides, Cocoon also succeeded in engaging customers by formulating attractive and

    meaningful campaigns with a great contribution to environmental protection as well as gender

    equality.

    Research context:

    1. Cocoon’s interest

    Cocoon’s slogan is “COCOON - Pure vegan cosmetics - for the pure beauty of Vietnam” and

    uses only natural components sourced from Vietnam. Market research in Vietnam is crucial for

    Cocoon to understand consumer perceptions, identify market trends, develop new products,

    position its brand, plan effective campaigns, and increase its market reach. It’s an essential part

    of Cocoon’s strategy to enhance the beauty of Vietnamese people with simple, natural

    ingredients.

    2. Cocoon’s society

    With special attention to environmental issues, Cocoon has launched many campaigns, such as

    refilling products at Cocoon retail stores with economical prices, and reducing plastic waste

    through releasing new products. Notably, Cocoon has purchased used product packages in

    exchange for gifts. In 2023, Cocoon launched the campaign "Joining hands to help street dogs

    and cats" under Animals Asia AAF, facilitating street dogs and cats to have a better life by the

    amount of money deducted from products sold throughout this campaign.

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