Factors influencing consumers' decision to use beauty services in Bangkok

Abstract

The purpose of this research is to study consumers' decision to use beauty services in Bangkok, classified according to personal factors, to examine the social factors affecting consumers' decision to use beauty services in Bangkok, and to investigate the impact of 4Es marketing strategies on consumers' decision to use beauty services in Bangkok. This study collected data from 400 consumers in Bangkok using questionnaires as a data collection tool. Statistical analyses utilized in data analysis included frequency distribution, percentage, mean, standard deviation, one-way ANOVA, and multiple linear regression analysis, conducted at a significance level of 0.05. The study results indicated that overall social factors, overall 4Es marketing strategy, and overall decision to use beauty services were at high levels. Hypothesis testing revealed that respondents' gender, status, and average monthly income significantly influenced their decision to use beauty services in Bangkok at the 0.05 significance level. Social factors such as trust, performance expectations, purchase intention, image, and reference group significantly impacted consumers' decision to use beauty services in Bangkok at the 0.05 significance level. Additionally, the 4Es marketing strategy regarding value for money and creating regular consumers significantly affected consumers' decision to use beauty services in Bangkok at the 0.05 significance level.