EXPOSURE TO MARKETING COMMUNICATION TOOLS AND PERCEPTION OF MARKETING COMMUNICATION AFFECTING CONSUMER’S BUYING DECISION OF RICE-MADE COSMETICS “VOWDA”

Abstract

The objectives of this research were to study 1) consumers’ exposure to the marketing communication tools of Vowda Rice-Made Cosmetics; 2) consumers’ awareness of marketing communication messages of Vowda Rice-Made Cosmetics; 3) consumers’ decision-making to purchase Vowda Rice-Made Cosmetics products; 4) the differences between consumers’ demographic factors, the exposure to the company’s marketing communication tools, and their decision-making process of purchasing the products; 5) the relationship between consumers’ demographic factors, the exposure to the company’s marketing communications tools, and their decision-making behavior to purchase the products; and 6) the relationship between the exposure to the company’s marketing communication tools according to the marketing mix, their decision-making process, and decision-making behavior to purchase the products.

This was a quantitative research. The sample population was 400 consumers in Bangkok aged 18 – 60 years selected by using multi-level sampling. The research tool was a questionnaire. Data were statistically analyzed using frequency, percentage, mean, standard deviation, t-test, ANOVA, Fisher’s test, and applying chi-square, and Pearson’s correlation coefficientsto analyze the relationship.

The results showed that 1) the samples were exposed to promotional campaigns the most, followed by sales from staff, public relations, direct marketing, and advertising; 2) overall, the majority of the samples were aware of the marketing mix factors of Vowda Rice-Made Cosmetics at a medium level; 3) most of the samples gave a rating of “high” to all components of the decision-making process to purchase the products, namely, awareness of the problem, searching for information, and evaluating alternatives, and most of them were likely to decide to buy the products; 4) the samples having different sex, educational level, career, interest in organic products, interest in the information of products made of natural herbs, and allergies had different decision making process to buy the products at at a level of statistically significance (p<0.05), exposure to all five types of marketing communication tools, as well as the decision-making process to purchase at a level of statistically significance (p<0.05); 5) the samples with different sex, age, education level, income, interest in organic products, interest in the information of products made of natural herbs were associated with the decision-making behavior to buy Vowda Rice-Made Cosmetics products at a level of statistically significance (p<0.05). The tendency of buying was higher than not buying, and the exposure to all five types of marketing communication tools was associated with the decision-making process to purchase at a level of statistically significance (p<0.05); and 6) the perception of the marketing communication of Vowda Rice-Made Cosmetics according to the marketing mix was associated with the decision-making process to purchase in the same direction at a high level (r = 0.715) and was associated with the decision-making behavior to purchase at a level of statistically significance (p<0.01)