The Product Feature on purchasing decision to purchase Toward facial skincare Products of Hada Labo at Big C Department, store in Bangkok and Metropolitan Region

Abstract

The objectives of this research were to study different demographic factors that affected purchase decision for Hada Labo facial skincare of consumers at Big C Superstore in Bangkok Metropolitan Region, and to study important features that influenced customer’s purchase decision. The data for this quantitative research were collected by using questionnaire data from an unknown sample of 400 people between 1 October and 30 November 2023. The obtained data were analyzed using descriptive statistics such as frequency, percentage, mean, and standard deviation, and the inferential statistics including F-Test, One- Way ANOVA, Multiple comparison, Least Significant Difference (LSD), Multiple Regression Analysis.

 The results of the study revealed that most of the respondents were female, aged between 20-30 years old, graduated with bachelor's degree, received average income of 20,001 - 30,000 THB/month, worked as private company employees, purchased facial skincare products 1-2 times/month, and purchasing facial skincare products between 500 – 1,000 THB per time for facial skincare products. The differences in demographic factors such as gender, income, occupation, and money spent on facial skincare products per time had significant impact on purchase decision at a significance level of 0.05. Regarding product features in aspect of benefits, physical evidence, emotional appeals, and company/brand reputation affected purchase decision with statistical at a statistically significant level of 0.05.