INTEGRATED MARKETING COMMUNICATION AND BRAND IMAGE AFFECTING CONSUMER BUYING DECISION OF EUCERIN COSMECEUTICAL SKINCARE IN BANGKOK

Abstract

The objectives of this research were as following (1) to study the difference of demographic factors affecting the buying decision of Eucerin cosmeceutical skincare in Bangkok, with statistical significance at the level of 0.05 (2) the study integrated marketing affecting the buying decision of Eucerin cosmeceutical skincare in Bangkok, with statistical significance at the level of 0.05 (3) the study brand image factors influence affecting the buying decision of Eucerin cosmeceutical skincare in Bangkok. A survey questionnaire was used as a tool for data collection with 400 consumers who used or using Eucerin cosmeceutical skincare with convenience sampling technique. Statistical analysis conducted by descriptive statistics including frequency, percentage, mean, and standard deviation. Inferential statistics including t-Test, One-Way ANOVA (F-Test), and multiple regression analysis.

The results of the study shown that (1) the demographic factors including gender, age, educational level, occupation, marital status and income affecting the buying decision of Eucerin cosmeceutical skincare in Bangkok. (2) the integrated marketing factors including personal selling, public relation, direct marketing and sale promotion affecting the buying decision of Eucerin cosmeceutical skincare in Bangkok but advertising excluded (3) the brand image factors including attitude, benefits, uniqueness of brand associations, favorability of brand associations and attributes of brand associations affecting the buying decision of Eucerin cosmeceutical skincare in Bangkok but strength of brand associations excluded with statistical significance at the level of 0.05.