Factors influencing the purchasing decisions of Generation Y on cosmetics via online social networks in Nakhon Pathom province
Keywords:
Purchase decision, Cosmetics, Online social networks, Generation YAbstract
The objectives of this research were (1) to study the behaviour of cosmetics purchasing decision via online social networks of Generation Y consumers in Nakhon Pathom province, and (2) to study the marketing factors that influence the purchasing decisions on cosmetics through social media networks of Generation Y consumers in Nakhon Pathom province. This research was qualitative research. The research sample were 384 Generation Y consumers in Nakhon Pathom province selected by systemative random sampling technique. Software packages were used for data collection and data analysis. The statistics used for data analysis were frequency, percentage, mean, standard deviation, independent sample t-test and One-way Anova (F-test) at the statistical significance level of 0.05.
The result of the research found that the respondents were more female than male. Age between 20-30 years, most of the income are 10,001-15,000 baht. Mostly are students and company employees. The Generation Y Consumers in Nakhon Pathom purchasing decision behaviour of cosmetics through online social networks, mostly purchase make up cosmetics. The purchasing decisions on cosmetics mostly via Facebook with an order quantity of 1-2 pieces at a time. The cost of each purchase is less than 1,000 baht. The decision to purchase cosmetics via social networks, is due to the convenience of home delivery service for personal use. Overall satisfaction is at the highest level. When considering each aspect, the highest mean is the distribution channel and the marketing promotion. Followed by the product and the lowest average is the price. The hypothesis testing found that different demographic factors such as gender, age, income and education level affect the purchasing decisions on cosmetics via social media channels, were significantly different at 0.05 level. The different of purchasing decision behaviour on cosmetics were the frequency of cosmetics use. The person who influences the purchase, the amount of cosmetics, the type of cosmetics affect the purchasing decisions on cosmetics via social media with significant levels of 0.05
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