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Abstract

The objective of this research was to study factors that affected undergraduate students in Chiang Mai towards online cosmetics purchasing. The analysis was based on online 6P’s marketing mix namely product, price, place, promotion, privacy, and personal service. The data was collected using questionnaire distributed to 400 undergraduate students in Chiang Mai who had bought cosmetics online. The data was analysed using frequency, percentage and mean, as well as t-test and One way ANOVA. The results of the study showed that most questionnaire respondents were female, 20 years old. They were undergraduate student, second year. Their monthly allowance was 7,501-10,000 baht. The results from the study of buying behaviours showed that most questionnaire respondents bought make-up equipments and cosmetics, and they spent 10-500 baht at each purchase. They bought from Facebook pages. They made their own buying decision. Reading reviews of the cosmetics influenced their buying. They compared products’ quality and price from 2-3 pages before making decision. They bought cosmetics online less than 2 times a month. They made a purchase when they found the product they liked.

From the study of marketing mix affecting buying decision of online cosmetics, it was found that the respondents ranked all factors at the high level in the following order with the first sub-factor ranked for each. For product, the first sub-factor ranked was the page provided quality products. For privacy, the page kept customers’ information such as name, address, phone number and credit card number confidential. For price, the prices were clearly displayed. For place, the products were delivered promptly. For promotion, there were several types of promotion available such as discount and giveaways. For personal service, the website provided customers’ recently bought products and recently viewed products. And from the study of the difference of the influence of market mix towards respondents of different genders, it was found that the factors that affected female respondents more than male respondents were product, price, pace, promotion, and personal service. For online buying frequency, the factors that influenced the respondents who bought more than 2 times a month than the respondents who bought less than 2 times a month were product, price, place, promotion, and personal service. For the spending at each purchase, differences were found between different groups in all the factors.