พฤติกรรมของกลุ่มชายรักชายเจเนอเรชันวายในอำเภอเมืองเชียงใหม่ต่อการเลือกร้านค้าปลีกผลิตภัณฑ์เครื่องสำอาง

Abstract

The objectives of this research were to study the behavior of generation Y homosexual male in Mueang Chiang Mai district towards selecting cosmetic stores. The definition of a cosmetic product retailer is an offline retail store. The sample group was 300 homosexual men generation Y (those born between 1977 and 1994) who lived, worked, or studied in Mueang Chiang Mai District and bought cosmetics at least once in the past 6 months. Data were collected by using questionnaires. The statistical values used in data analysis were descriptive statistics such as frequency, percentage, mean, Chi-square and t-test. The findings revealed that most of the respondents had the highest level of education which was a bachelor's degree, working as a private company employee with an average monthly income of 20,001 - 25,000 baht. Regarding the behavior of selecting cosmetics retailing store, it was found that during the past 6 months, the respondents had bought cosmetics from offline channels the most followed by both offline and online channels. The most frequent cosmetics retailing store was Watson. Skincare was the most bought type. Most of the cosmetic formulas used were generic (Unisex). Types of cosmetics retailing store where respondents mainly bought cosmetic products was a specialty store. The average cost per time was 901 - 1,200 baht and the average monthly cost was less than 2,000 baht. The criteria used to select cosmetics retailing store were convenience in transportation, proximity to community areas, and adequate parking area. Friends were influential in selecting retail stores besides yourself. The opportunity to buy cosmetic products was when it is used up. The frequency of buying cosmetic products was once a month. The most frequently used retail locations were in shopping centers. The most common source of information was online media Instagram. The respondents were very satisfied after buying from cosmetics retailing store and most of them would definitely return to the store for next purchase and would probably recommend the store to the others. The results of the study on the level of influence of the retail mix factor on the selection of cosmetic retailers by found that the customer service was at the highest level of influence. In terms of location, pricing strategy, merchandise planning and assortment, store design and display, and communication mix were at a high level of influence.