Analysis of Consumer Purchasing Decision Behavior for Sachet Lipstick in Nonthaburi Province

Abstract

The objectives of this research were to: 1) analyze the level of consumers' purchase decision behavior towards sachet lipstick in Nonthaburi Province; and 2) analyze the influence of economic motivation, emotional motivation, attitude, and packaging and labeling on consumers' purchase decision behavior towards sachet lipstick in Nonthaburi Province. The sample consisted of 138 Thai consumers who had purchased a sachet of lipstick in Nonthaburi Province within the past 3 months. Since the exact population size was unknown, the sample size was determined using the G*Power software, yielding 138 respondents. Consequently, a quota sampling technique was applied to proportionally select 23 participants from each of the 6 districts in Nonthaburi Province, combined with purposive sampling. The research instrument was an online questionnaire with a Cronbach's alpha coefficient of 0.965. Data were analyzed using frequency, percentage, mean, standard deviation, and multiple regression analysis.

The research findings revealed that: 1) the overall purchase decision behavior towards sachet lipstick of consumers in Nonthaburi Province was at a high level. When considering individual dimensions, the top two highest means were at the highest level: repeat purchase and post-purchase behavior, followed by rational decision-making behavior, respectively. Emotional decision-making behavior was also at a high level. 2) Hypothesis testing indicated that economic motivation, attitude, and packaging and labeling had a statistically significant positive influence on consumers' purchase decision behavior towards sachet lipstick at the 0.05 level. Conversely, emotional motivation had a statistically significant negative influence. Together, all independent variables accounted for 90.50% of the variance in sachet lipstick purchase decision behavior. The predictive equation in raw scores can be formulated as follows: with economic motivation exerting the greatest influence on the purchase decision.