Consumer Behavior and Service Marketing Mix Factors Affecting Decision Making for Using Beauty Clinic Service in Bangkok

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Juthalux Kuphadist
Chalermporn Yenyuak


The objectives of this to investigate consumer behavior marketing mix factors affecting and the needs of consumers using beauty clinic services in Bangkok. The population of this study was people using beauty clinic services in Bangkok. They were 18-50 years old. The population size was unknown and the sample size the estimated sample size was 400. Convenience sampling was used as well. Data were analyzed through descriptive frequency, percentage, mean, standard deviation t-test One-Way ANOVA, and using Pearson Product Moment Correlation Coefficient. The results of this research indicated that in terms of the selected program, the most popular program was the injection program. They spent more than 3,000 baht per time. The frequency of service usage was less than once a month. The most frequently used clinic was Nitipon Clinic. Overall marketing mix factor affecting decision making for using beauty clinic service was at the highest level. When individual aspects were considered, an aspect with the highest mean was the product. Overall decision making for using beauty clinic service was at the highest level. Individual aspects with the highest mean were  received complete information from beauty clinics and offered discounts and promotions, and satisfaction when using beauty clinic service.


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