The effect of the specific discount pattern of cosmetic retailers in China during the COVID-19

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This chapter aims to study female consumers' perceptions of buying cosmetic products during the COVID- 19 pandemic in terms of specific discount strategies. Different types of discount patterns have a positive relationship with perceived price attractiveness and purchase intention. The results show that the most effective way to motivate Chinese customers to purchase cosmetics during the epidemic is the price discount. Therefore, this study will help the cosmetic industry better understand consumers' perception and shopping behaviors towards cosmetics, especially when all people are in lockdown and must wear masks on many occasions and in public areas. Simultaneously, it can be a reference for cosmetic companies to study and better grasp consumer consumption behavior changes during a crisis.

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New Normal and New Rules in International Trade, Economics and Marketing

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