MARKETING MIX FACTORS INFLUENCING SOUTH KOREAN AND JAPANESE BEAUTY PRODUCT PURCHASING DECISIONS OF GENERATION Z CONSUMERS

Abstract

The purposes of this study were to: 1) study and compare personal factors that affecting to decision purchasing power for South Korea and Japan Cosmetics Product of Generation Z consumers, 2) study and compare between South Korea and Japanese cosmetics buying behaviors of Generation Z consumers, and 3) study and compare marketing mix factors – product, price, place, and promotion – affecting South Korean and Japanese cosmetics purchasing decisions of Generation Z consumers. The sample of this research consisted of 420 female, Generation Z consumers, (born in 1996-2004) in Bangkok and vicinity who decided to buy South Korean and Japanese beauty products. The cosmetics products mentioned were skin care products. The data were analyzed using frequency, percentage, mean, and standard deviation. In addition, crosstab, chi-square and logistic regression analysis were used in testing of hypotheses. The study indicated that different personal factors did not affect the cosmetics product purchasing decisions of Generation Z consumers. On the contrary, their buying behaviors affected to the purchasing decisions. According to the logistic regression analysis, It was found confidence in the product quality factor and the product representative factor had more influence on Generation Z consumers’ purchasing decisions in buying South Korea cosmetic products rather than Japanese cosmetic products. On the other hand, the expert factor had less influence on their purchasing decisions in buying South Korea cosmetic products rather than Japanese cosmetic products. Moreover, the marketing mix factors included the product and the promotion had more influence on these consumers in buying South Korea cosmetic products rather than Japanese cosmetic products. However, the price factor had less influence on them in buying South Korea cosmetic products rather than Japanese cosmetic products.