SOURCE CREDIBILITY AND RETAILING STRATEGY AFFECTING THE PURCHASING DECISION UPON COSMETICS ON DEPARTMENT STORES OF WORKING GROUP WOMEN IN BANGKOK AREA

Abstract

The objectives of this study are to study the level of agreement of working women in Bangkok area on source credibility, the level of agreement of working women in Bangkok area on retailing strategy , the purchasing decision upon cosmetics on department stores of working women in Bangkok area and source credibility and retailing strategy affect the purchasing decision upon cosmetics on department stores of working group women in Bangkok area on source credibility. The close-ended questionnaire was used convenience sampling method to collect data with 400 participants, who were Thai working group women in Bangkok area, were divided into three groups and used purposive sampling method to collect data with them. The result found that factors of retailing strategy were merchandise assortment, pricing policy and communication mix influenced the purchasing decision upon cosmetics on department stores in statistically significance at the 0.05 level. Moreover, merchandise assortment, pricing policy and communication mix factor held the positive relations to the purchasing decision. Clearly, merchandise assortment factor was the most strongly related to the purchasing decision. Also factors of source credibility were attractiveness and similarity influenced the purchasing decision upon cosmetics on department stores in statistically significance at the 0.05 level. Moreover, factors in attractiveness and similarity held the positive relations to the purchasing decision. Clearly, factor in similarity was the most strongly related to the purchasing decision, followed by attractiveness.