พฤติกรรมของกลุ่มชายรักชาย เจเนอเรชันแซด ในอำเภอเมืองเชียงใหม่ต่อการเลือกร้านค้าปลีกผลิตภัณฑ์เครื่องสำอาง

Abstract

The study on Behavior of Generation Z Homosexual Male in Mueang Chiang Mai District Towards Choosing Cosmetic Retail Store was conducted by distributing questionnaires to 210 Generation Z homosexual male consumers (who were born in B.E. 2538 to 2552), aged of 13-27 years old, resided or worked or studied in Mueang Chiang Mai district, and purchased cosmetic product from the retail store in Chiang Mai at least once in the past 6 months. Quota sampling was applied as a method for selecting samples. In this study, the samples were divided into 3 groups: a group of secondary school students, a group of high school students, and a group of higher education students, each of which consisted of 70 participants. Data obtained were analyzed by the descriptive statistics i.e frequency, percentage, and mean, and the inferential statistics i.e Chi-square test, t-test, F-test, and post hoc. The findings showed that most respondents had average monthly allowance, supported by their parents, at less than 10,000 Baht. They mostly purchased the studied product from the specialty store. For the majority, Watson was the most often selected store due to its access convenience. The product that the majority used was in the category of body skincare products. Friend was the person influencing their selection of cosmetic retail store the most. The respondents purchased the new product to replace the finished one. Most of them searched for product information from internet. In each purchase, they spent 301-600 Baht in average. The majority repeated their purchase at the same store and would be pleased to recommend others to their favorite retail store. In addition, the retail marketing mix affected their decision making in choosing the cosmetic retail store at high level. The results suggested that service factor affected their decision at the highest level; while the factors namely product design and display, product, place, price, and marketing communication affected their decision at high level.