This research with the topic “Factors affecting customer‟s purchasing decision toward Nivea‟s skin care products. The case of young women customers from 18 to 40 years old in Ho Chi Minh City” is conducted in order to find out what are the key factors that influence of buying behavior of females for Nivea skin care products in Ho Chi Minh City. The research has been conducted from February 2013 to May 2013 in Ho Chi Minh City. After reviewing of literature, related theories and former researches: “Factors Affecting Buying Behavior of Females for Purchase of
Cosmetics” model from Shahzad Khan & Faryal Noor (2012) with 11 independent are grouped intro 7 main dimensions : Quality and Price, Product ;Information and Brand Image; Motivation and Attitude; Purchasing Advisor and Family; Culture; Consumer Resources, Personality; is applied to collect information from 300 valid respondents which 32 items were analyzed by SPSS software.