Service Usage Behavior of the Male Barbershop in Bang Phli District, Samut Prakan Province

Abstract

        The objectives of this research were: 1) to study marketing mix factors; 2) to study the service usage behavior of the male barbershop; 3) to compare the service usage behavior of the male barbershops in Bang Phli District, Samut Prakan Province, classified by personal data; and 4) to study the marketing mix factors affecting the service usage behavior of the male barbershop in Bang Phli District Samut Prakan Province. A sample consisted of 400 people. A questionnaire was used for collecting data. The data was processed by percentage and mean.

           The findings showed that most respondents were: 16-25 years old and single status, with  bachelor's degree, company workers, and the average monthly income of 15,001-20,000 baht. The marketing mix factors in selecting barbershop service were significant. They selected the barbershop by themselves. Once a month, particularly on Sunday, they visited the barbershop near their houses. The average time of the service was 39.4 minutes per time; and the average cost was 122.55 baht each time.  With consideration of education, occupation, and average monthly income, people chose the barbershop service differently. Marketing mix factors affecting the service usage behavior by the distribution channel were at the 0.05 level.