Factors influencing The Decision to purchase Organic shampoo product of Siriwarin Brand Among consumers in Bangkok

Abstract

This research Article aims to study demographic characteristics, compare marketing mix factors, factors affecting purchasing decision, and study the perception of brand value of organic shampoo brand Siriwarin among consumers in Bangkok. The quantitative research method was used to collect data by surveying 400 people who love beauty, both men and women who care about health, residing in Bangkok. A questionnaire was used as the research tool, consisting of multiple-choice questions (rating scales and open-ended questions). The statistics used for data analysis were mean and standard deviation, One-way analysis and Multiple Regression, presenting the results in descriptive statistics. The research results found that different levels of educational demographics had different effects on the decision to buy organic shampoo. The variables of distribution channel, brand association and perceived quality had an effect on the decision to buy organic shampoo. The opinions on the overall marketing mix factors were at a high level (mean = 4.07, SD = 0.57). When considering each aspect, it was found that all aspects were at a high level. They could be ranked from highest to lowest as follows: the aspect with the highest average was product, followed by price, distribution channel and lastly. The side with the lowest average value is the marketing promotion side, respectively.