Marketing Model of Skin and Face Care’s Shop Business

Abstract

The purposes of this research were evaluated the importance and compared marketing mix factors, services users behavior factors, relationship between marketing mix factors and services users behavior factors, marketing model of Wuttisak Clinic Skin and Face Care’s Shop business based on an accidental sampling sample size were 385 customers. Statistical treatments used included frequency, percentage, mean, standard deviation, ranking, One Way ANOVA, compare Least Significant Different (LSD), Pearson Correlation, and Multiple Regression Analysis to created marketing model. The analysis was conducted by computer program. 
            1. The majority of the customers were female 283 respondents (73.5%), their age 21 – 30 years old 155 respondents (40.3%), average income per month more than 15,001 – 30,000 Baht 210 respondents (54.5%),education attend bachelor degree 192 respondents (49.9%), their occupation employees of private company 204 (53.0%), 
            2. Finding indicated that majority of service used were face care/alkaline black dot/ scar/ 155 respondents (40.3%) reduced scar/ alkaline black dot 158 respondents (41.0%), friend was person who had influent in decision making 170 respondents (44.2%), majority services user on Saturday/Sunday /holiday 178 respondents (46.2%) and the frequency were follow the course of service they had buy 122 respondents (31.6%) 
            3. Finding indicated that all area of studies became marketing mix, employees, products, physical environment, and service provider process were high significance level, but in the area of place, price, and marketing promotion area were moderate level. However, the raking by mean in term of the marketing mix were employees ( = 3.90), product ( = 3.84), physical environment salesman ( = 3.69), place area respectively, but in price ( = 3.40) and marketing promotion area ( = 3.24) respectively 
            4. Hypothesis tested found that there were significant different of important level of marketing mix factors classified by gender, married status, but there were not significant different in age, occupation, and education attend at level .05 
            5. Finding indicated the relative between marketing mix and service user behavior namely period user, person which influent decision making were moderate level positive direction, but frequency of user was low level positive direction 
            6. Marketing Model and Service Using of Skin and Face Care’s Shop = 7.956 +9.204 employees + 9.032 product + 8.239 physical environment + 6.172 service provider process + 4.466 marketing promotion +3.119 price area, with significant level 78 %