FACTORS AFFECTING DECISIONS TO PURCHASE COSMETICS AMONG FEMALE CABIN CREW OF QATAR AIRWAYS

บทคัดย่อ

This study investigates the decision-making process for purchasing cosmetics among female cabin crew at Qatar Airways. It explores how factors like nationality, age, marital status, education, position, and experience influence their choices. Additionally, it examines external factors (subjective norms, brand image, company regulations) and internal factors (perceived usefulness, brand trust, gratification shopping, green cosmetics awareness) on their purchasing decisions. A mixed-method approach was used, combining qualitative and quantitative research methodologies. Qualitative data were collected through semi-structured interviews with 20 cabin crew members (using convenience and quota sampling) segmented by position (F2: 40%, F1: 30%, CS: 20%, CSD: 10%). Quantitative data were collected through surveys from 400 cabin crew members (using purposive and quota sampling) again segmented by position. Statistics for data analysis included the frequency, percentage, mean, standard deviation, and hypothesis testing (t-tests, ANOVA, regression). The qualitative research identified “Company Regulations” as an additional factor. Crew members primarily purchase cosmetics required by the company, with lipsticks (deep red/pink) being the most popular choice due to company guidelines. Additionally, crew members mostly make independent decisions, with colleagues’ recommendations influencing brand selection. Cosmetics are also purchased for stress relief and self-gifting. The quantitative research found that most respondents were Asian, aged 26-30, single, with bachelor’s degrees and no prior flying experience. Age, position, and experience did influence purchasing decisions. External factors (subjective norm, brand image) and internal factors (perceived usefulness, gratification shopping) significantly affected purchasing decisions (p < 0.05).