พฤติกรรมผู้บริโภคชาวไทยในการเลือกซื้อเครื่องสำอางบำรุงผิวยี่ห้อจากประเทศญี่ปุ่น

Abstract

The purpose of this independent study was to find out Thai consumer behavior in purchasing Japanese-branded skincare c e cosmetic. Scope of contents consist of Consumer behaviors and Marketing mix factors which result in Thai consumer behavior in purchasing Japanese-branded skincare cosmetic. Online questionnaires were used as the tool to collect data from 339 consumers who was 18-60 years old and purchased Japanese-branded skincare cosmetic in Chiang Mai and Bangkok district. Data were collected and analyzed using the descriptive statistics: frequency, percentage, and mean, and the inferential statistics: independent sample T-Test and One- way ANOVA or F- test, of which the statistical significance level was determined at 0.05 Major research findings indicated that most of population has experience in purchasing Japanese-branded skincare cosmetic. They was female aged between 31-40 years , single status, work as company employee. Their income more than 50,000 bath per month and graduated with a bachelor's degree. Biore, SKII and shisedo are widely well known brand in these population and the most common products they purchased are Sunscreen Cream and Make-up Remover. They always purchase 1-2 pieces per time and average total cost is 1,000- 2,000 bath. The main reason for purchasing is well-known of brand and high quality product as well as reviewing of product via social media by some beauty blogger/Influencer/Youtuber . Content review from social media and friends families are also the important factors of making purchaing dicision of these population. These population will purchase whenever getting low of their product. Discounted price and some promotion with premium are also resulting in their purchasing. Their frequency of purchasing is around 2-3 months per time and Department store is the main purchasing channel. Retail store and online application platform such as Shopee ,Lazada are another channel of purchasing which have trend to grow in business in the near future. Moreover, it was found that Facebook ,Instagram and online application platform is one of important channel which consumer can get news of product and promotion. Based on these findings, it was recommended as entrepreneur should place importance on these finding behaviors along with marketing mix factors in each group of consumer.