Factors Affecting the Customers Purchase Decision Making towards Imported Cosmetics in Bangkok

Abstract

This research aimed to study on the demographics, the marketing mix 7Ps, and the brand value awareness factors that affect the consumers’ purchase decision making of imported cosmetics in Bangkok. The samples in this research were the 400 consumers who aged 21 years old. The data was collected by using questionnaires. The statistics for data analysis were frequency, standard deviation, t-test, One-way ANOVA, and Multiple Regression with 95% confidence level.The results showed that the different demographics in terms of gender, age, educational level, and income significantly affect the consumers’ purchase decision making of imported cosmetics in Bangkok (p-value < .05). The marketing mix 7Ps in terms of product, price, place, promotion, people, physical evidence, and process significantly affect the consumers’ purchase decision making of imported cosmetics in Bangkok (p-value < .05). The brand value awareness in terms of brand awareness, brand quality awareness, brand identity awareness, and brand loyalty significantly affect the consumers’ purchase decision making of imported cosmetics in Bangkok (p-value < .05).