Abstract

This research aims to identify factors influencing purchasing behavior of working women in Phasi Charoen, a subdistrict of Bangkok, Thailand, for imported makeup cosmetics. I conducted a survey of 400 respondents by employing the purposive sampling technique. The respondents were Thai working women from 15 to 60 years of age in Phasi Charoen having purchasing behavior of imported makeup cosmetics. The information obtained from the questionnaires was analyzed through descriptive and inferential statistics. The findings showed that the overall marketing mix factors influenced the purchasing behavior of imported makeup cosmetics and the most influential factor was “product”. Furthermore, the results from testing Hypothesis 1 supported the relationship between the personal factors including age, education, occupation, and income and the purchasing behavior of imported makeup cosmetics in terms of brand and purchasing expense at a statistical significance level of 0.05. The results from testing Hypothesis 2 confirmed the relationship between the marketing mix factors and the purchasing behavior of imported makeup cosmetics in terms of place of purchasing at a statistical significance level of 0.05. This research is helpful for imported cosmetics businesses as it contributes towards a better understanding of the consumption behavior of Thai working women and it helps develop appropriate marketing strategies.