Factors Affecting Consumer Decision-Making for Aesthetic Clinic Services: A Case Study of The First Clinic, Chachoengsao

Abstract

     This research aims to achieve the following objectives to examine the demographic factors influencing the decision to use the services of The First Aesthetic Clinic, Chachoengsao Province investigate the influence of the service marketing mix factors (7Ps) on the decision to use the services of The First Aesthetic Clinic, Chachoengsao Province analyze the factors affecting the decision to use the services of The First Aesthetic Clinic, Chachoengsao Province. This is a quantitative research study that employs questionnaires as the primary data collection tool. The sample size was determined using a quota sampling method, comprising 400 service users. Statistical methods used for data analysis included frequency, percentage, mean, standard deviation (S.D.), and one-way analysis of variance (One-Way ANOVA). Hypothesis testing was conducted using multiple regression analysis.

The research findings revealed that most respondents were female, aged 36–45 years, employed in private companies, with a monthly income of 20,001–30,000 THB, and holding a bachelor's degree. The majority opted for hair stimulation injection programs, with a service cost of 30,000 THB.Factors affecting Deciding to use the services of The First Aesthetic Clinic, Chachoengsao Province has a total of 4 factors: price factor Marketing promotion factors Personnel or employee factors and physical environmental factors Statistically significant at 0.05The decision to use The First Aesthetic Clinic's services was influenced by three factors: problem recognition and needs awareness, purchase decision, and post-purchase behavior, all statistically significant at the 0.05