FACTORS AFFECTING PURCHASING DECISION OF FACIAL SKIN CARE PRODUCTS FOR WORKING AGE CONSUMERS IN BANGKOK

Abstract

 The research was aimed to 1) study demographic factors affecting purchasing decision of facial skin care products for working age consumers in Bangkok, 2) study marketing mix factors affecting purchasing decision of facial skin care products for working age consumers in Bangkok, and 3) study motivation factors affecting purchasing decision of facial skin care products for working age consumers in Bangkok. It was a quantitative research with samples included males and females aged of 20 years or older in Bangkok, who had purchased facial skin care products. The samples were drawn from convenience sampling method from 400 consumers. The questionnaire was verified the reliability and found that it had an alpha value over 0.7 before being proposed to the target consumers.

The majority of the sampling groups was female, aged between 25-29 years old who graduated with bachelor degree and worked as an employee or personnel at a private company. The average monthly income was 20,001-30,000 baht. Moreover, the individual factors were found that the differences of sex, age, education, occupations and monthly income did not affected purchasing decision of facial skin care products for working age consumers in Bangkok. For the marketing mix factors, it was found that the promotion affected purchasing decision of facial skin care products for working age consumers in Bangkok with statistical significance of 0.05. The respondents paid a high level of concerns to reduction in the price and the motivation factors were found that consumers’ rational motives and emotional motives affected purchasing decision of facial skin care products for working age consumers in Bangkok with statistical significance of 0.05.