Influencing of Marketing Factors on the Buying Decision of Cosmeceuticals Acne Products from Conveniences Stores of Bangkok’s Customers

Abstract

The objectives of this research are to study (1) the demographic factors that influence the consumers' buying decision on cosmeceuticals acne products from the convenience stores in Bangkok, (2) the marketing factors that influence consumers' buying decision on cosmeceuticals acne products from the convenience stores in Bangkok, and    (3) the online marketing factors that influence consumers' buying decision on cosmeceuticals acne products from the convenience stores in Bangkok. The questionnaire was utilized to collect the data and the sample size was 400 from those who are customers of cosmeceuticals acne products. The descriptive statistics: percentage, mean, and standard deviation, were used to analyze the demographic data. By testing the research hypothesis, the t-Test Independent was used to compare the difference between the mean of the two sample groups and F-test Independent Sample Pearson’s Product Moment Correlation Coefficient and Multiple Regression Analysis were used to analyze the variation or to compare the difference between the mean of the three and sample groups. The findings revealed that there was one of the demographic factors: marital status that influences buying decision on cosmeceuticals acne products from the convenience stores in Bangkok. The marketing factors that influence buying decision on cosmeceuticals acne products from the convenience stores in Bangkok were products, pricing, channels of distribution, promotional campaigns, and the online marketing factors that influence buying decision on cosmeceuticals acne products from the convenience stores in Bangkok were websites, with the statistical significance at 0.05 and influencing factors were effective at 42.50%.