ตัวชี้วัดภาพลักษณ์ตราสินค้าเครื่องสำอางในประเทศไทย

Abstract

The objectives of this study are 1) to identify the factor influencing the cosmetic brand image in Thailand as brand image indicators 2) to rank the indicators by its importance and 3) to compare the cosmetic brand image indicators between the upper market and the middle market. This study was mainly a qualitative research which has been conducted by analyzing data relating to cosmetic brand image from secondary sources and having an interview session on a focused group of 16 people, 8 people were the upper-market customers and the other 8 were the middle-market customers. This research was also conducted in a quantitative manner by doing a survey selectively in female samples between the age of 18 and 50 living in Bangkok. The total of 400 samples was separated equally into 2 groups for the upper market and the middle market. The statistics employed in this study are arithmetic mean, standard deviation, Independent sample T-test and Multiple Regression. The data were analyzed by SPSS for Windows.

The findings suggests that the cosmetic brand image indicators consist of 9 main attributes, namely, 1) Product-related Attributes 2) Non product-related Attributes 3) Functional benefits 4) Symbolic Benefits 5) Experiential Benefits 6) Attitudes 7) Strength of Brand Associations 8) Favorability of Brand Associations and 9) Uniqueness of Brand Associations. These attributes also consists of 33 sub attributes. Interestingly, the survey from both 2 groups of respondents agreed that Functional benefits is the most important indicator. Moreover, the 2 groups of customers also considered Product-related Attributes and Non product-related Attributes as the secondly and thirdly important indicators respectively.