Consumers' Perspectives on Marketing Mix Factors affecting Purchasing Decisions on Imported Cosmetics from South Korea for Generation Y Consumers in Surat Thani Province
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Abstract
The aim was to: study a level of consumers' perspectives on factors of marketing mix (7Cs) towards a purchasing decision on imported cosmetics from South Korea for Gen Y consumers in Surat Thani Province; and investigate the marketing mix factors (7Cs) affecting the purchasing decisions of such consumers. The sampling group consisted of 400 Surat Thani base consumers who had experiences on purchasing imported cosmetics from South Korea and the research tool was a questionnaire whereas the statistics was frequency, percentage, mean and standard deviation along with multiple linear regression analysis for inferential statistics. The findings revealed that the consumers' perspectives in regard to marketing mix of 7 factors: customer value; cost to customer; convenience; communication; caring; comfort; and, completion were, in an overall, at the highest level. The hypothesis testing results on the marketing mix showed that the factors of convenience, communication, comfort and completion had an effect on the consumers' purchasing decisions at a statistically significant level of 05.
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References
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