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
References
Armstrong, G. and Kotler, P. (2016). Marketing: An introduction. 9th ed. Upper Saddle River, NJ: Prentice Hall.
Asisonthisakul, R. and Rungruang, O. (2005). Generation Y: Building a Mutual Understanding for workplace Application. Thesis of the Degree of Master of Science Program in Human Resources and Organization Development. Bangkok: National Institute of Development Administration. (in Thai)
Auejaroenkijjakarn, A. (2018). The internet easy guide, anytime, anywhere, on all devices. Nonthaburi: IDC. (in Thai)
Bangkokbiznews. (2019). Beauty and health business the fertile gold pond, retrieved 20 May 2020, from: http://www.bangkokbiznews.com/blog/detail/637886. (in Thai)
Chainirun, P. (2010). New marketing methods through social media. Bangkok: se-education. (in Thai)
Chantrang, R. (2011). Brand communication management on social networking website, Facebook fanpage : the GTH case study. Thesis of the Degree of Master of Communication Arts. Bangkok: Thammasat University. (in Thai)
Chantrawattanakul, S. (2012). Tricks of social media from the collection of articles, concepts, theories, techniques, and media learning experience. Time Chuastapanasiri, 234-247. (in Thai)
Gatepradith, T. and Khumdetch, T. (2011). Factors influencing decision of female consumersin buying products on internet in bangkok area. Journal of Finance, investment, Marketing and Business Management, 1(2) 21-39. (in Thai)
Jaturongkakul, A. and Jaturongkakul, D. (2007). Consumer behaviour. Bangkok: Thammasat University Press. (in Thai).
Kotler, P. and Amstrong, G. (2014). Principle of Marketing. 15th ed. England: Pearson.
Kulvanich, A., Piromkhum, B. and Phomu, K. (2019). The Purchase of Souvenirs of the Police Tero Football Club Fans. Journal of innovation and management, 4, 18-28. (in Thai)
Kumpeera, P. (2015). Cosmetic Product Purchasing Behaviour through Facebook of Female Students in Bangkok. Independent Study of the Degree of Master of Communication Arts Program in Strategic Communications. Bangkok: Bangkok University. (in Thai)
Kumpeera, P. (2014). Cosmetic Product Purchasing Behavior through Facebook of Female Students in Bangkok. Independent Study of the Degree of Master of Communication Arts Program in Strategic Communications. Bangkok: Bangkok University. (in Thai)
Phavamai, A. (2010). Factors affecting buying behavior of mens in bangkok toward facial cosmatic. Thesis of the Degree of Master of Business Administration Program in Marketing. Bangkok: Srinakharinwirot University. (in Thai)
Positioning Magazine. (2019). Reach consumers "the right person" with 3 tools "Data–Technology- Marketing Strategy." retrieved 20 May 2020, from: https://positioningmag.com/1225523. (in Thai)
Rattanaphongboo, I. (2017). E-Marketing. Bangkok: Witty group. (in Thai)
Seneechai, W., Krueviriyahphan, S. and Na Pompetch, K. (2016). Behaviour and Marketing Factors Affecting the Choice of Herbal Cosmetics in Bangkok Metropolis Area. King Mongkut's Agricultural Journal, 30(1), 71-79. (in Thai)
Sereerat, S. et al. (2016). Modern marketing management. Bangkok: Theera Film. (in Thai).
Suksomnirundon, P. (2015). The study of customer satisfaction on the purchasing premium cosmetic brands in first jobber. Independent Study of the Degree of Master of Business Administration. Bangkok: Thammasat University. (in Thai)
Theerathumtada, T. (2015). Marketing Mix Factors Affecting Purchasing Decisions of Over-The-Counter Facial Skincare Products. Independent Study of the Degree of Master of Business Administration. Bangkok: Thammasat University. (in Thai)
Uamanachai, N. (2016). Online Influencer and the Power of Word-of-Mouth, retrieved 20 May 2020, from: http://www.bu.ac.th/khowledgecenter/executive_journal. (in Thai)
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2020 Journal of Innovation and Management
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
See Publication Ethics https://so03.tci-thaijo.org/index.php/journalcim/Ethics