Behaviors and Decision in Buying Cosmetics of Consumers in Mueang District, Samut Prakan Province

Abstract

          The purposes of this research article were: 1) to study the cosmetics buying behavior of consumers in Mueang District, Samut Prakan Province; 2) to study the marketing factors and decision levels of consumers in buying cosmetics in Mueang District, Samut Prakan Province; 3) to compare the buying decision levels in buying cosmetics of consumers in Mueang District, Samut Prakan Province, classified by personal factors and buying behavior; and 4) to study the relationship between personal factors and buying behavior of consumers in Mueang District, Samut Prakan Province. The research instrument was a questionnaire. The sample group consisted of 385 consumers. Statistics used in research were frequency, percentage, standard deviation, t-test, F-test (One-Way ANOVA), LSD, Chi-square and Gramer’s V.

           The results of the research revealed that 1) the consumers spent the most 200 bath a time on buying cosmetics once a month. They knew cosmetics information from televisions. They bought them for personality enhancements. Also, they bought press and loose powder types at general stores. 2) The consumers had a decision level to buy in terms of marketing mix, overall at a high level. 3) Most of consumers with different personal factors and cosmetics buying behavior had no different levels of buying decision. 4) The personal factors of consumers had a correlation with cosmetics buying behavior from the moderate to low level.