ส่วนประสมการตลาดที่มีผลต่อผู้หญิงในอำเภอเมืองสมุทรสาครในการซื้อเครื่องสำอางแต่งหน้า

Abstract

This independent study aimed to investigate marketing mix affecting women in Mueang Samut Sakhon district towards buying facial make-up cosmetics. Data was collected by the distribution of questionnaires to 300 samples. Data obtained were, then, analyzed by the use of descriptive statistics, consisting of frequency, percentage, and mean. Hereafter were presented the finding summary. Based upon the study, most respondents were 21-30 years old, worked as employee/private company officer, earned monthly income at the amount of 15,001-30,000 Baht, and graduated in bachelor’s degree. They wore Thai brand cosmetics and type of facial make-up cosmetics that they mostly wore was talcum powder/pressed powder/foundation powder. Reason of wearing facial make-up cosmetics was to boost facial colors up for the beautiful look to develop personality as well as to heighten confidence. Average expense to be spent for a piece of facial make-up cosmetic was 301-600 Baht. In a month, they spent 501-1,000 Baht for facial make-up cosmetics at the maximum frequency of at once in a month, and purchased them from department store / shopping mall and cosmetics shops in communities or markets. Person influencing their purchasing decision was the respondents themselves. They usually purchased the facial make-up cosmetics on weekend when the existing products were almost finished or finished. Source of information where they learned about the facial make-up cosmetics was television. In an overview, marketing mix affected women in Mueang Samut Sakhon district towards buying face make-up cosmetics at high level, especially the marketing mix factors namely product, price, place, and promotion, respectively. The respondents paid concerns on elements of each factor as follows. In product factor, the concern was for being certified for product quality and safety from reliable institutes. In price factor, the concern was for reasonable price comparing to its quality. In place factor, the concern was for extensive distribution and being easy to access product. In promotion factor, the concern was for courtesy of salesperson.