Marketing Factors Affecting the Purchase of Skincare Products of Packets in Southern Thailand

Abstract

The objectives of this article are 1) to study marketing factors that affect product purchasing and purchasing behavior and 2) to compare marketing factors in product purchasing. Classified according to personal factors and classified according to the purchasing behavior of skin care products in packets. The quantitative research format uses concepts and theories about the marketing mix and concepts and theories about purchasing decision behavior as the research framework. The research area is eight provinces with the largest population, including Nakhon Si Thammarat Province, Surat Thani, Trang, Chumphon, Krabi, Phuket, Phang Nga, and Ranong by purposive sampling. The sample group used in this research were consumers with experience purchasing sachet skin care products in the southern region of Thailand by 400 sets of questionnaires, averaging 50 sets per province. The research instrument consisted of 1 type: a questionnaire on marketing factors affecting purchasing and purchasing behavior of skin care products in packets in the southern region of Thailand. Data were analyzed using Statistics for data analysis: percentages, arithmetic mean, and standard deviation. Moreover, inferential analysis statistics, testing (Independent t-test), One-way ANOVA, and pairwise comparisons using the Least-Significant Different (LSD) method.
The research results found that: 1. Most consumers in the southern region of Thailand have a reason for deciding to purchase skin care products in packets, namely because of the quality and properties of the product, followed by choosing because of the product brand. There is an opportunity to use sachet skin care products, namely using them daily, morning and evening, followed by using them only on certain occasions, such as when having acne. Or points at specific points. The frequency of purchasing skin care products in packets is once a week. The amount of sachet skin care products purchased each time is one sachet per time. The cost of purchasing sachet skin care products each time is more than 200 baht, and the channel for purchasing products is convenience stores. Buy things like Watson, Boots 2. Most consumers in the southern region of Thailand are female. They are between 21 - 30 years old, followed by 31 - 40 years old. Most of them are single. Their education level is a bachelor's degree, followed by a level less than the bachelor's. Their occupation is as an employee of a private company, followed by their occupation as a government employee and civil servant. Furthermore, they have an income between 20,001 and 30,000 baht monthly, followed by less than or equal to 20,000 baht.
This research will inform you of information from studies on marketing factors that affect purchases and product purchasing behavior. That shows personal factors and purchasing behavior of skin care products in packets. Marketing factors that affect the purchase of skin care products in packets to be used as information and a guideline for studying the influence of the future marketing mix on purchasing skin care products in packets in other regions such as the northern, central, or northeastern regions in order to understand different opinions. And more and more variety. To use the information obtained as a guideline for changing things. To suit future consumers.