MARKETING FACTORS INFLUENCING THE ATTITUDE OF FACIAL COSMETIC SURGERY OF STUDENTS IN HIGHER EDUCATION INSTITUTIONS IN SONGKHLA PROVINCE

Abstract

The objectives of this research article were 1) to study attitudes towards facial cosmetic surgery 2) to study the level of marketing mix influencing decision making on facial cosmetic surgery and 3) to study marketing mix factors influencing attitudes toward facial cosmetic surgery of students in higher education institutions in Songkhla province. This research is a survey research. The samples used a simple random sampling which collected from 400 students in higher education institutions in Songkhla province. The questionnaires in this research was a 5-level rating scale which attitude measurement model had the confidence value of 0.917 and the questionnaires of service marketing mix factors had the confidence value of 0.968. The statistics used in this research were mean, percentage, standard deviation and multiple regression analysis. The results of the research were as follows: 1) The attitude of facial cosmetic surgery of students in higher education institutions in Songkhla province at a high level. 2) The level of service marketing mix influenced overall facial cosmetic surgery decisions at a high level, too. When considering each aspect, it was found that the physical aspect was at the highest level, followed by the products, products service providers and service process. 3) The service marketing mix factors influencing the attitude of facial cosmetic surgery namely : products, price, distribution channels, marketing promotion and service processes and the forecast equation for the service marketing mix that influences the attitude of cosmetic surgery on the face as follows:

       = 0.479 + 0.142 X₁ + 0.157 X₂ + 0.148 X₃ +0.264 X₄ + 0.256 X₇

        = 0.143 Z₁+0.156Z₂ +0.152Z₃ +0.257Z₄ +0.273Z₇