Cosmetic purchasing decision behavior of consumers in Mueang District Phayao Province.

Abstract

The objectives of this research are 1) to study personal factors in deciding to purchase cosmetics. Consumers in Mueang District, Phayao Province 2) Study the decision-making behavior of consumers to purchase cosmetics. In the Mueang District Phayao Province 3) Study the relationship between personal factors and behavior in Deciding to buy cosmetics of consumers in Mueang District, Phayao Province. The sample group included consumers who had 385 people purchased cosmetics in Mueang District, Phayao Province, using a questionnaire as a tool. Data collection Statistics used in data analysis include percentage, mean, standard deviation, and correlation analysis using Chi-Square.

          The results of the research found that personal factors in deciding to purchase cosmetics among consumers in Mueang District, Phayao Province are mostly female, between 20-30 years of age, and most have a bachelor's degree. cutting behavior Consumers' decision to purchase cosmetics found that the most common reason for purchasing cosmetics is that cosmetics are necessary for personality Factors affecting the decision to purchase cosmetics are product factors that have a frequency of Buying cosmetics once a month. Each time you purchase cosmetics, you will spend less than 500 baht on cosmetics by choosing to buy cosmetics from a department store. They like to buy cosmetics for the face the most and often go shopping for cosmetics with friends. The source of knowledge about cosmetics is the internet. The person who has the most influence on the decision to purchase cosmetics is the person who makes the purchasing decision. The results of the hypothesis testing found that there was a relationship between personal characteristics and behavior. Relationship to the decision to purchase cosmetics of consumers in Mueang District, Phayao Province, with statistical significance at the .05 level.