Perception of cosmetics quality in China – comparison between young and older consumers

Abstract

Purpose The aim of the paper is to explore how Chinese consumers perceive the quality of cosmetics products and if the Chinese youth differs in the perception from older generations. The paper fills the current research gap in revealing which intrinsic and extrinsic parameters are the most and least associated with cosmetic products’ quality by young and older Chinese consumers. It also inquiries about how other selected factors (e.g. type of store, store’s trade name, the use of influencers, etc.) contribute to the perceived quality of cosmetic products. Design/methodology/approach Primary data were collected from 423 Chinese respondents by an online questionnaire in their native language. Statistical tests of independence, correlation and cluster analysis were applied to reveal the relationships between variables. Findings The highest number of statistically significant dependencies of meritorious variables was associated with age groups of young and older consumers, thus suggesting greater differences in quality perception between younger and older Chinese generations. The paper also confirms that intrinsic cues prevail over extrinsic when consumers evaluate the quality of cosmetic products. Practical implications The results deepen the understanding of the current preferences of Chinese consumers of cosmetic products when assessing the quality of cosmetics and represent a solid basis for further research. Moreover, they may help companies from the cosmetics industry better comprehend how different categories of people determine cosmetic products’ quality. Originality/value The paper uses a large convenience sample of respondents from different Chinese regions and points to several differences between younger and older generations of Chinese consumers of cosmetics.