The Purchasing Behavior and Marketing Mixed Factors Influencing The Decision To Buy De Leaf Brand Skin Care Products of Customers in Bangkok

Abstract

The purpose of this research to study demographic factors consumer behavior and marketing mix factors affecting the customers' decision to buy De Leaf brand skin care products in Bangkok. The population is the consumers decision to buy De Leaf brand skin care products in Bangkok. In Bangkok the exact population is not known by the formula of the population is not known, therefore a sample of 400 people use the questionnaire as a data collection tool. Use descriptive statistics such as frequency, percentage, mean and standard deviation. And inferential statistics including t-test, One Way ANOVA(F-test), and Multiple Regression Analysis.

The results of the research revealed that (1) Demographic factors, including age, affect the decision to buy brand skin care products. in Bangkok differently with statistical significance at the level of .05 (2).Behavior of purchasing of products, namely, personal factors influencing the purchase, affecting the decision to buy brand skin care products In Bangkok With statistical significance at the level of .05 (3). Marketing mix factors such as product, price, distribution channel and Marketing promotion Affecting the customers' decision to buy De Leaf brand skin care products in Bangkok with statistical significance at the level of .05, found that the most effective aspects are marketing promotion and distribution channels and less. The most Price and product The predictive power is 96.80 percent.