กระบวนการตัดสินใจซื้อของผู้หญิงเจนเนอร์เรชั่นวายในอำเภอเมืองเชียงใหม่ต่อเครื่องสำอางบำรุงผิวหน้าจากประเทศอเมริกาและยุโรป

Abstract

The purpose of this independent study was to study the buying decision process of generation Y Women in Mueang Chiang Mai District towards American and European facial care cosmetic. Descriptive statistics as frequency, percentage and mean were used to analyze the data. The study revealed that the respondents were single women, age between 24 – 29 years, educated at bachelor degree level with a salary between 10,001 to 20,000 Baht, and were employed by private companies/department stores. Most of the respondents bought the facial care cosmetics at the counter in the department store approximately 2 – 3 times per month. The expense per one time was more than 1,501 Baht. The respondents would normally buy the product on Saturday and Sunday, during 17.01 – 22.00 p.m. Most of the respondents were familiar with and are using the Loreal brand by using Moisturizer. Also, the respondents used 1 – 2 cosmetic brands, or more than three brands at the same time. For the buying decision process, in the need recognition process, it is found that the first reason that most of the respondents bought the facial care cosmetics was to have facial treatment following by having white facial skin. In the searching process, most of the respondents searched for the information regarding the product from websites or online services such as www.google.com. The respondents had searched the information regarding the quality of facial care cosmetic, then decided to purchase by oneself. The information source that affected the decision to purchase was closed ones. In the evaluating alternative process, the marketing mixes including product, price, distribution, and marketing affected the decision to purchase was in high level. The highest average of each factors were as followed: The product was in good quality; the price is suitable to the quality; there was incredible website that provided product’s information; the good manner of the staffs. In the purchase process, the duration for deciding to buy the facial care cosmetics was 2 – 7 days. The reason why most respondents could not buy the facial care cosmetics immediately was wanting to test before buying. The person affecting the decision to buy was oneself, and the respondents were not regular costumer of any stores. In the post-purchase evaluation process, the feedbacks after using facial care cosmetics were continuing using the product, suggesting to others, not satisfying after using the facial care cosmetics, and stopping using the facial care cosmetics immediately. The satisfaction level of the respondents was good, and the respondents would continue using the same brand including suggesting to other people to use the facial care cosmetics.