ปัจจัยที่มีผลต่อพฤติกรรมผู้บริโภค: การศึกษาผลิตภัณฑ์ชะลอวัยสำหรับดูแลผิวหน้ารูปแบบ D.I.Y

Paul Kalin

Authors

Paul Kalin Modern Trade Business Management (International program), International College, Panyapiwat Institute of Management

Keywords:

Anti-aging, Facial Care Product, Marketing Mix, Lifestyle, Consumer Behavior

Abstract

The purpose of this study is to investigate the determinants of Thai female consumer behavior regarding anti-aging facial care products. Quantitative approach is used to conduct this research. A total of 450 questionnaires are collected from Thai female consumers living in Bangkok and greater Bangkok. The data collected are then analyzed using one way ANOVA method. The findings of this study indicated that Thai women with high salary and high expenses are more willing to purchase anti-aging facial care products. Thai women who care about their skin, value their image and seek for recognition from the society show higher possibility to purchase anti-ageing facial care products. Both product and price are important in determining the number of products purchased and the average amount spent for each purchase. However this research is limited in several points. Firstly the research sample can be extended in number and also to consumers living in other areas of Thailand in order to conduct more accurate analysis. Secondly, anti-aging facial care product can also be fragmented into sub-categories such as serum, eye-cream, mask, etc. This will provide more detailed information to Thai Entrepreneurs.

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