Marketing Mix Factors Affecting People's Cosmetic Purchasing Behavior in the Seven-Eleven Convenience Store, Khok Mali Branch

Abstract

          The research purposes were: to study and to compare customer' cosmetic purchasing behavior in the Seven-Eleven convenience store, Khok Mali branch; and to study the relationship among the marketing mix factors affecting people's cosmetic purchasing behavior in the Seven-Eleven convenience store, Khok Mali branch. The population was the people who bought cosmetics at the Seven-Eleven convenience store, Khok Mali branch, Nakhon Luang Subdistrict, Nakhon Luang District, Phra Nakhon Si Ayutthaya Province; the sample group was the 385 customers. The research instrument was questionnaire. The data analysis statistics were the percentage, mean, standard deviation, t-test, one-way Analysis of Variance, and correlation coefficient.

               The research findings were:

1. The marketing mix factors affecting people's cosmetic purchasing behavior found the overall was at high level. The each aspect consideration found all aspects were at high revel; the descending mean were: the place aspect, the promotion aspect, the products aspect, and the price aspect, respectively.

2. The comparison results of the cosmetic purchasing behavior of customers in a Seven-Eleven convenience store, Khok Mali branch classified by the demographic factors found: (1) when gender, age and occupation were different, the cosmetic purchasing behavior was not different, and (2) when the income level was different, the cosmetic purchasing behavior was different at the statistical significance level 0.05.

3. The results of the correlation analysis between the factors of marketing mix found the products aspect had moderate correlation with the price aspect and the promotion aspect, but low correlation with the place aspect; the price aspect was moderate correlation with the place aspect, and low correlation with the promotion aspect; the place aspect had low correlation with the promotion aspect; at the statistical significance level of 0.05.