ปัจจัยที่มีผลต่อพฤติกรรมการซื้อเครื่องสำอางนำเข้าจากต่างประเทศประเภทตกแต่งสีสันของผู้หญิงวัยทำงานในเขตภาษีเจริญ

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.

Keywords: Purchasing Behaviors, Imported Makeup Cosmetics, Working Women


Bibliography

Arisara Akarapisit. (2017). Factors Influencing Purchasing Behavior of Imported Makeup Cosmetics of Working Women in Phasi Charoen. AU Journal of Management, 15(1), 44-54.


Link to Publication:  AU Journal of Management  


 Factors Influencing Purchasing Behavior of Imported Makeup Cosmetics of Working Women in Phasi Charoen  |  ปัจจัยที่มีผลต่อพฤติกรรมการซื้อเครื่องสำอางนำเข้าจากต่างประเทศประเภทตกแต่งสีสันของผู้หญิงวัยทำงานในเขตภาษีเจริญ

AU Journal of Management Volume 15 No. 1 Jan-June 2017 https://aujm.au.edu/index.php/aujm

http://research-system.siam.edu/2013-12-20-03-57-52/4664-2013-12-20-05-58-117

Published:  Jan-June 2017

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