อิทธิพลของการรับรู้ลักษณะเด่นของร้านค้าปลีกเครื่องสำอางระดับท้องถิ่นประเภทมัลติแบรนด์ต่อความตั้งใจซื้อของผู้บริโภคในอำเภอเมืองเชียงใหม่

Abstract

The independent study aimed to explore the factors influencing the intention to purchase in local multi-brand cosmetic retail stores among consumers in Mueang Chiang Mai district. The study applied method using quantitative methodology. Using the concept of 6 retail mix factors: Store Location, Merchandise Assortments, Price, Store Ambience, Communication and Customer Service. The sample size of 300 respondents and author also applied the Purposive Sampling method to survey and collect data from customers of three stores: customers of Win Cosmetics, customers of Dara cosmetics and customers of Chiang Mai Direct. Questionnaire was provided to respondents as a tool for data gathering. Analytic tools in this study were descriptive analysis, Exploratory factor Analysis and multiple regression analysis. The demographics results revealed that the major of respondents were female with 21 - 30 years of age. Mostly were company workers which had monthly average income in the range of 10,000 -20,000 baht. The respondents are members of Chiang Mai Direct store, and the purpose of purchasing was to buy personal items. Most of the products are used in daily life. The average cost per time is 501–1,000 baht. The overall opinion of the factors influencing the intention to purchase in local multi-brand cosmetic retail stores 6 retail mix factors was at the level of agreement. The findings from descriptive analysis showed the customer perception toward Retailing mix of local multi-brand cosmetic retail stores, the customers perceived in store location aspect the most. The second aspect that showing high opinion scores was store ambience aspect. The third aspect that customer perceived was product aspect. The fourth aspect was price. The Fifth aspect was customer service and the sixth aspect was communication. Factor Analysis was used to re-arrange retailing mix factors into new components. Finding indicated that the 6 new components were obtained as followings Customer service and accessibility oriented, Store organized oriented, Types and prices of products sold oriented oriented, Promotion oriented, Store location oriented and facilitating oriented. The findings from Regression Analysis studying the relation between 6 components and intention to purchase showed that the components that significantly impacted the intention to purchase could be presented in descending order as (1) Promotion oriented has a coefficient of 0.663 at 0.05 level of significance, which consists of factors that affect positive on intention to purchase, namely having more discount promotions than other multi-brand cosmetics stores (2) Store organized oriented has a coefficient of 0.638 at 0.05 level of significance, which consists of factors that affect positive on intention to purchase, namely the store looks new and modern, the store do not clutter up the walkway, the walkway is not congested, and arrange products into categories and (3) Facilitating oriented has a coefficient of 0.475 at 0.05 level of significance, which consists of factors that affect purchase intention positively, namely having the car parking for customers of the store only.