THE EFFECTS OF CONSUMER BEHAVIOURS IN BANGKOK AREA ON PURCHASING DECISION OF FACIAL WHITENING MOISTURIZER AS A RESULT OF MARKETING MIX FACTORS
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Abstract
The objectives of this research were to study the level of “The Effects of Consumer Behaviours in Bangkok Area on Purchasing Decision of Facial Whitening Moisturizer as a Result of Marketing Mix Factors”. The conceptual framework consists of 1) Demographic factors and 2) Marketing mix factors. The target population is facial whitening moisturizer users who decided to buy products from department stores in Bangkok. The samples were 400 consumers. The multi stage random sampling was used, and data were collected by using questionnaire and scale. The statistics for analysis were Independent t-test Analysis, Analysis of Variance (ANOVA) used to determine the relationship between marketing mix and purchase decision behaviours. The results of analysis of marketing mix factors that affect the decision making behaviours of purchasing facial whitening moisturizer consisted of were as follow: The four variables were product, price, place and promotion at the .05 level of significance, the coefficient of correlation was .973. The variance of the decision to purchase facial whitening moisturizer was 94.7%. The price factor most influenced the decision to buy facial whitening moisturizer followed by product, place and promotion respectively.
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