Consumers, particularly women, pursue beauty and health in order to uphold their image within society, which has contributed to consistent demand for cosmetics. The cosmetics market, driven by globalization and cultural exchange, sees Thai cosmetics gaining popularity among Chinese women. There has been a significant rise in the popularity of Thai cosmetics, known for their natural ingredients and innovative formulations. With a growing interest in cross-cultural consumer behaviour, particularly in the context of skincare and make-up products, understanding how different age groups perceive and choose Thai cosmetics is crucial for effective marketing strategies. The main issue is the development of consumer preferences over time among Chinese women who have only recently been given the opportunity to choose among many brands. This qualitative study explores the intergenerational differences in Chinese female consumers’ preferences for Thai cosmetics, aiming to uncover rich insights into their perceptions, attitudes, and behaviours. The target population is female Chinese who have visited Thailand and purchased or used Thai-branded cosmetics. Key themes emerge regarding the perception of product efficacy, the cultural authenticity and the role of digital media and trends in influencing product choices. Findings highlight nuanced generational preferences, with older cohorts emphasizing trust and familiarity with established brands, while younger cohorts prioritize innovation, sustainability, and personalized beauty experiences. These insights provide valuable implications for marketers seeking to tailor strategies and product offerings to engage effectively diverse generational segments within the competitive cosmetics market.
Over the last two decades, governance for global health has garnered more attention from policymakers, decision-makers, and scholars from several disciplines. The health sector has also become more dynamic and complicated as a result of several factors that have influenced organizational development. The issue of sustainability is clearly raised with specific emphasis and urgency in the context of the global healthcare system. Some countries have been altering their healthcare systems to improve healthcare performance. University hospitals as the main providers of high-quality healthcare services in China, have an irreplaceable role in promoting the construction of healthy China. This study strategic triangle as an analytical framework to identify the key factors that influence university hospital in China and better comprehend how public value is conceptualized and implemented in practice. The study was conducted by qualitative method, five university hospitals designated as “Grade A tertiary hospitals” and semi-structed interviews were carried out with 33 participants, including experts, university hospital leadership level, and basic level. The study revealed that there are eight (8) major factors influencing the development of university hospitals in China. University hospital administrators must be prepared to assess and respond to factors that enhance or hinder implementation continuously and methodically. These insights can be used to improve early preparedness, but additional study in this area is required to better understand the driving factors, action models, and techniques for achieving sustainable development in university hospitals.
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