The Marketing Mix and Lifestyle Factors Affecting Repeat Purchase Decisions of Thai Herbal Shampoo Brand via Online Channels among Generation Y Consumers in Bangkok

Abstract

The objectives of this research were 1) to examine the levels of marketing mix factors, lifestyle, and repeat purchase decision toward a Thai herbal shampoo brand through online channels among Generation Y consumers; and 2) to investigate the influence of marketing mix factors and lifestyle on repeat purchase decisions. The sample consisted of 385 Generation Y consumers aged 28-48 years who had previously purchased the selected Thai herbal shampoo brand through online channels. The sample size was determined using Cochran's formula and selected through purposive sampling. The research instrument was a questionnaire. Data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, while multiple regression analysis was employed to test the research hypotheses. The findings revealed that: 1) the overall levels of marketing mix factors, lifestyle, and repeat purchase decision were high; 2) marketing mix factors, including price, product, place, people, process, and physical evidence, had a positive and statistically significant influence on repeat purchase decisions at the .01 level; and 3) lifestyle dimensions, including activities, interests, and opinions, also positively influenced repeat purchase decisions at the .01 level, with the opinions dimension exerting the strongest effect. The findings provide practical implications for developing marketing strategies that align with consumers' lifestyles in order to enhance repeat purchase decisions through online channels.