พฤติกรรมของผู้ชายในอำเภอเมืองเชียงใหม่ ต่อการใช้บริการของคลินิกเสริมความงาม

Abstract

This independent study aims to study the behavior of men in Mueang Chiang Mai district towards using services of beauty clinics. Questionnaires are used as the research tool to collect data from 300 sample groups of men, who reside in Mueang Chiang Mai district and who are the customers of beauty clinics within the period of one year. In light of this research, convenience sampling is applied. The data is then analyzed by descriptive statistics, consisting of frequency, percentage, and mean as well as by inferential statistics using variance test in order to compare the difference between means of two groups or more. The study found that most of respondents were in the ages between 21 - 30 years old; were single; carried Bachelor’s degree as their highest education; worked as students; and earned an average monthly income of not more than 10,000 baht. According to behavioral aspect, the majority of respondents decided to use services of beauty clinics because they needed to have a skin treatment. Most of them selected to use services of beauty clinics in Mueang Chiang Mai district. That specifically is Wuttisak Clinic. The major reason in selecting beauty clinics was the well-accepted reputation of the clinic. The respondents mostly selected the clinic where located inside the shopping mall. The influential person in decision making was referred to the respondents themselves. It was found that most of them took the acne and blemish treatment services, mostly on Saturday - Sunday evening. The method of payment was made by cash and in each time of using the services, they mostly spent about 500 – 1,000 baht. The frequency in taking services from the clinic was once a month. They mainly preferred to buy full-course services. Friends and acquaintances were the most favorite source where they searched for information of beauty clinics. The results also suggested that in the future they would try to take laser treatment services. Service marketing mix factors that had an influence on selecting services of beauty clinics of men in Mueang Chiang Mai district were shown that overall the respondents rated for its importance at high level. For product, the sub-factor that had the highest average importance level was quality and standard of product. For price, the sub-factor that had the highest average importance level was a reasonable price. For place, the sub-factor that had the highest average importance level was a convenient location of clinic. For promotion, the sub-factor that had the highest average importance level was a free trial. For people, the sub-factor that had the highest average importance level was professional and experienced staff. For process, the sub-factor that had the highest average importance level was standard service. And for physical evidence, the sub-factor that had the highest average importance level was a plentiful parking space.