THE MARKETING MIX’S INFLUENCES AFFECT THE COSMETIC REPRODUCING DECISION OF MEDIUM-SIZED MANUFACTURERS IN NONTHABURI

Abstract

This research aims to study the general samples of the service marketing mix by comparing the differences in the cosmetic reproducing decision, by classification of the business type, the product type, personnel positions, coordinators, quantity of the products, and the implementation period. In addition, the research is to study the authority relationship of the service marketing mix, which affects the cosmetic reproducing decision. The research’s population is entrepreneurs who have reproduced the cosmetic products at the cosmetic manufacturer in Nonthaburi between September 2022 to February 2023. Using a survey research method by collecting online questionnaire data from 181 samples. Initial analysis by descriptive statistics, including percentages, averages, and standard deviation. Research hypothesis testing by using T-test and One-Way ANOVA (F-test) statistics, the Pearson Correlation Coefficient Analysis, Multiple Regression Analysis, and estimating the correlation by and Maximum likelihood estimation method. The results showed that most of the respondents were juristic persons, which have operated for 0-5 years, and ordered more than 4 products including cosmetic products. The business type and implementation period have an influence on the cosmetic reproducing decisions of medium-sized manufacturers in Nonthaburi. Moreover, the distribution channel, sales promotion, process, and physical description have an authority relationship in the cosmetic reproducing decision of medium-sized manufacturers in Nonthaburi significantly, which effectively predicts the influence of the cosmetic reproducing decision is 89%.