Purchasing Behavior and Marketing Mix Influencing the Decision to Purchase MAC Brand Cosmetic of Working Women in Bangkok

Abstract

The objectives of this research are to study the demographic factors, the purchasing behavior and the marketing mix that influence purchasing decision on Mac brand cosmetic of working women in Bangkok. The sample consists of the working women in Bangkok who use or purchase Mac brand cosmetic. The nonprobability sampling by purposive sampling is employed. The researchers use the questionnaire as a tool to collect data from a sample group. The sample size is 400 people. Data analysis uses the descriptive statistics, including frequency, percentage, mean, and standard deviation, and uses the inferential statistics, including independent sample t-test, F-test and multiple regression analysis.

               Research findings are as follows: Most of the respondents are aged 21-30 years, the marital status is single, the level of education is undergraduate, they work for a private company, and the average monthly income is 10,001- 20,000 baht. For purchasing behavior, most of the respondents select the lips products. The purchasing influencer is themselves. The frequency of buying is uncertain, the average prices for buying MAC cosmetic are 1,001-2,000 baht per time, and the objective of buying MAC cosmetic is personal use. Furthermore, in the respondents’ opinion on marketing mix, product is scored at a high level. For hypothesis testing, the result shows that demographic factors which are age, education, occupation, and salary affect purchasing decision on MAC cosmetic of working women in Bangkok at significant level of 0.05. Purchasing behavior which comprises types of cosmetics, the purchasing influencer, the frequency of purchasing MAC, and the average price for purchasing MAC affect purchasing decision on mac brand cosmetic of working women in Bangkok at significant level of 0.05. Lastly, marketing mix factors that are the promotion, the price, and the product affect purchasing decision on mac brand cosmetic of working women in Bangkok at significant level of 0.05.