Consumer Perception Affecting Repeat Purchase Intent Cosmetics of BSC Counter Brand in Department Stores in Bangkok Metropolitan Area

Abstract

This research aimed to study consumer awareness to repurchase cosmetics of BSC counter brand in department stores in Bangkok  metropolitan area . By having a study on product quality awareness price recognition and service quality awareness of consumers returning and purchasing repeatedly at the BSC brand cosmetic counters.               By using quantitative research method. The sample used in the study were 400 females and males in Bangkok and Metropolitan Area. The instrument used in this study was a self-administered questionnaire. The data was analyze by descriptive statistics such as frequency, percentage, mean and standard deviation . Multiple regression was used to test the hypotheses. The results showed that product quality recognition and price had a significant impact on repurchase intention but peiceived service quality did not.