Buying Decision Process of Hair Color Products in Modern Trade Store of Consumers in Bangkok Metropolitan

Abstract

The objectives of this research were (1) to study the buying decision process of hair color products in modern trade store of consumers in Bangkok metropolitan and (2) to study the marketing mix affecting buying decision process of hair color products in modern trade store of consumers in Bangkok metropolitan. Research instrument were questionnaires and data was analyzed by statistical program. The statistics used in this study were percentage, arithmetic mean, and standard deviation. Multiple linear regression analysis was used to test the hypothesis. The results showed that

1) The level of buying decision process of hair color products in modern trade store of consumers in Bangkok metropolitan was high.

2) The marketing mix in terms of product, price, place and promotion affect the buying decision process of hair color products in modern trade store of consumers in Bangkok metropolitan. All independent variables could explain the variation in buying decision process of hair color products in modern trade store of consumers in Bangkok metropolitan at 68.10 %.