Factors Actors Affecting the Trends of Facial Cream Purchasing Behaviours of Working-Age Consumers in the Bangkok
Journal Title: International Journal of Social Science And Human Research - Year 2023, Vol 6, Issue 02
Abstract
This research study is quantitative research. Objectives: 1) to study the trend of purchasing behavior of facial creams Classified by demographics which includes gender, age, education level, income, and occupation. 2) To forecast the marketing mix factors (4Ps) that affect facial cream purchases of working-age consumers in Bangkok. Samples were collected from 400 working-age consumers in Bangkok. The statistics used to analyse the data were frequency, mean, and standard deviation and multiple regression analysis. The results of the study revealed that the trends in facial cream buying behavior of working-age consumers were related to the marketing mix (4Ps), consisting of product, price, and distribution channel. and marketing promotion All aspects are good. The results of the multiple regression analysis revealed that the marketing mix (4Ps) can jointly explain the trend of facial cream buying behavior of working-age consumers in Bangkok R2= 0.505 or 50.5% with statistical significance at the 0.000 level.
Authors and Affiliations
Jirapat Diawtrakul, Jarupat To-aj, Sumolrat Kositkanin, Krittaya PhaKham
Keywords
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- EP ID EP713560
- DOI 0.47191/ijsshr/v6-i2-68
- Views 67
- Downloads 0
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