The Study of Marketing Mix to Purchasing Decision of Facial Cosmetics

Abstract

The objective of this research was to study the marketing mix factors for the decision to purchase cosmetics for the face of consumers in Bangkok and compare demographic characteristics with the marketing mix factors for the decision to purchase cosmetics for the face between groups of consumers with different demographic factors. The research sampling was 400 consumers who resided in Bangkok and peripheral. Then, questionnaires were used to collect data which was analyzed by using frequency, percentage, mean, standard deviation, T-test, and ANOVA. The research results showed that consumers paid the most attention to the overall of marketing mix for purchasing decision of facial cosmetics. Consequently, the highest mean value to the lowest mean value were price, product, promotion, and distribution channels. Furthermore, consumers who were different in age, occupation, and monthly income paid attention to different level of marketing mix also.