FACTORS AFFECTING OF GEN Y FEMALE ON BUYING BEHAVIOR SOUTH KOREA COSMETIC BRAND IN BANGKOK

Abstract

          The objectives of this research article were to study word of mouth factors, brand equity factors, marketing mix factors (4C’s) and product component factors affecting of Gen Y female on buying behavior South Korea cosmetic brand in Bangkok. The research is quantitative research. Collect data by questionnaire. Samples for this research were Gen Y female who have bought the South Korea cosmetic brand is 400 employees. The statistics used for analyzing were multiple linear regression analysis. The result revealed that the most of the respondents are aged between 23 - 28 years old, being single, have a bachelor’s degree or equivalent, most of them are working as private company employees/ employees, earning average monthly income at 15,001 - 25,000 baht. The respondents have overall word of mouth, brand equity, marketing mix 4c's and product component was at good level. The mean was 4.01, 4.00, 4.09 and 4.12, respectively. The results of the hypothesis found that word of mouth, brand equity, marketing mix 4c’s and product component factor is affected gen y female buying behavior South Korea cosmetic brand in Bangkok, the frequency of purchasing per month at statistical significant levels of 0.01 and 0.05. But did not affected gen y female buying behavior South Korea cosmetic brand in Bangkok, the average expense per time (baht).