ส่วนประสมการตลาดที่มีผลต่อผู้บริโภคสตรีในกรุงเทพมหานครในการเลือกซื้อผลิตภัณฑ์ยาทาเล็บ

Abstract

This research explored the marketing mix factors affecting women in Bangkok to purchasing nail polish. The sample size in this study was 400 consumers who aged between 15 -50 years old, had used the nail polish and lived in Bangkok. Primary data were collected by using questionnaire and convenience sampling method. Based upon the result of the study, most respondents were aged between 31 -40 years old with the Bachelor’s degree. They were mostly the public company employee earning average monthly income at the amount of 15,001 – 30,000. The majority of respondents used the Skin Food brand which polish without carborundum, they used it because of supported the confidence and color of beauty, they spend the money 51 – 100 baht per each, less than 500 baht per time, bought it 2 – 3 pieces per time from the department store when it nearly or empty, The respondents mainly decision to buy the nail polish by themselves and perceived the nail polish information from internet. The marketing mix factors affecting women in Bangkok to purchasing nail polish was found which In Product factor was for the variety of nail polish colors . In Price factor was for the reasonable price when compared with the quality of nail polish. In Place factor was for the variety of nail polish brand within outlet. In the promotion factors was for privilege from beginning the member.