The Influence of STP Marketing Factors and Brand Perception Affecting Consumers’ Purchase Motivation toward Natural Cosmetics
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Abstract
This study aimed to investigate the influence of Segmentation, Targeting, and Positioning (STP) marketing factors and brand perception on consumers’ purchase motivation toward natural cosmetics, as well as to examine the relationships among these variables. A quantitative research approach was employed, using a questionnaire as the data collection instrument. Data were collected from a sample of 400 consumers in Chiang Mai province through convenience sampling. The data were analyzed using descriptive statistics, including means and standard deviations, and inferential statistics, including Pearson’s correlation coefficient and multiple regression analysis.
The results revealed that the majority of respondents were female, aged between 21 and 30 years, held a bachelor’s degree, and were employed in the private sector. Most respondents reported purchasing natural cosmetics one to three times per year. Regarding STP marketing factors and brand perception, the findings indicated a high level of perception across all dimensions, with target market selection and emotional value showing the highest mean scores. Furthermore, correlation analysis demonstrated that all variables were positively and significantly related to purchase motivation at the 0.01 level. The strongest correlations were found for emotional value (r = 0.60) and market positioning (r = 0.55).
The results of the multiple regression analysis indicated that market positioning, emotional value, and brand personality were the most influential factors affecting consumers’ purchase motivation toward natural cosmetics. The proposed model explained 61% of the variance in purchase motivation (R² = 0.61). These findings suggest that enhancing emotional value, establishing clear product positioning, and developing a distinctive brand personality play a crucial role in stimulating consumer purchasing behavior in the natural cosmetics market.
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