THE FACTORS THAT INFLUENCE PURCHASE DECISIONS OF CONSUMERS IN BANGKOK TO ORGANIC SKIN CARE PRODUCTS

Authors

  • Jutarat Thongsanid
  • Chanikarn Wongpradit
  • Lucksamon Anuntaprayun
  • Sumalee Pimkead
  • Tarika Satongkoem
  • suppachai Murnpho

Abstract

The objective of this research is to (1) study the behavioral science factors that influence
the decision to buy organic facial care products of consumers living in Bangkok and (2 ) study
marketing mix factors that influence the decision to buy organic facial care products of consumers
living in Bangkok. This research is quantitative research and data were collected by using
questionnaires of 405 samples. Data were analyzed by average, percentage, standard deviation,
t-test, Chi-square One-way Anova, and Simple Regression. Using quota sampling and purposive
sampling. The results showed that ( 1 ) The majority of the samples were female, age between
15-2 3 years, single status. They are students with a bachelor's degree. The average monthly
income is less than 10,000 baht. (2) Frequency behavioral science. The type of skincare products
that they choose, media and the people have influenced the decision to buy organic facial
skincare products living in Bangkok with statistical significance at the level of 0.05 and (3) Marketing
mix factors in distribution.

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Published

2019-12-28

How to Cite

Thongsanid, J., Wongpradit, C., Anuntaprayun, L., Pimkead, S., Satongkoem, T., & Murnpho, suppachai. (2019). THE FACTORS THAT INFLUENCE PURCHASE DECISIONS OF CONSUMERS IN BANGKOK TO ORGANIC SKIN CARE PRODUCTS. SAU Journal of Social Sciences & Humanities, 3(2), 9–19. retrieved from https://so05.tci-thaijo.org/index.php/saujournalssh/article/view/240638

Issue

Vol. 3 No. 2 (2019): July - December 2019

Section

Articles