C/M/512. Dissertation. Christian Dior in China

This dissertation is aiming to examine the effect of international cosmetic brands among Chinese consumers. The thesis focuses on perception and attitude toward a single color cosmetic brand Ï Dior. The study uses focus group interview to measure perception and attitude toward Dior. Eight participates are invited to take part in the fieldwork. The subjects are young working class women living in Shanghai. The research result reveals that international have an impact toward buying decision making process. The further study topic is also provided in the final chapter. This dissertation has a matching proposal: C/M/608. Proposal. Success of Dior brand in China: Does the brand matter when you buy cosmetics?