FACTORS AFFECTING THE PURCHASING BEHAVIOR OF FACIALCREAMS OF CONSUMERS IN BANGKOK

Abstract

The objectives of this study were to study: 1) marketing mix factors, 2) consumers' purchasing behaviors for facial creams, 3) to compare the purchasing behaviors for facial creams of consumers classified by personal data, and 4) the marketing mix factors that affect the purchasing behavior of facial creams of consumers. The sample of 400 questionnaires used as data collection tools and statistical data analysis was Chi-Square and Multiple Regression Analysis. The results showed that most of the respondents were female, aged between 40–51 years old, single status, bachelor's degree, company employees, average monthly income of 20,001–30,000 baht. The overall opinion on the marketing mix for purchasing facial cream is essential. As for consumer behavior, most of them started using facial creams because facial skin problems want to reduce dark spots. Users are the most influential in purchasing decisions. Users select it because someone used it and saw results. Buy from online/internet stores and be recognized through all advertising media. The frequency of purchasing facial creams was averaged 4.68 times per year, with expenses of purchasing facial creams at 4,304 baht per time. Personal data regarding the gender, age, status, education level, occupation, and average monthly income differed, and they were differently affecting the purchasing behavior of facial creams among consumers in Bangkok. Marketing mix factors of products influence the purchasing behavior of facial creams of consumers in Bangkok significantly at the 0.05 level.