ความพึงพอใจของผู้บริโภคต่อผลิตภัณฑ์ครีมบำรุงผิวหน้าผสมสารสกัดจากใบชาเมี่ยงในอำเภอเมือง จังหวัดเชียงใหม่

Abstract

This study has objectives to study consumer purchasing behavior of Catechins facial cream product, and to analyze factors that affect the consumer satisfaction towards the quality of Catechins facial cream product. Use questionnaire to collect data from 300 consumers who used to purchase product. Use descriptive statistics and chi-square test to analyze data. From the study, found that the purchasing frequency is related to consumer’s income. The place where consumer purchased products is related to consumer’s age, education level and monthly income. The consumer confidential towards the product is related to consumer’s age and monthly income. The knowledge of how to use products is related to consumer’s age and education level. The reason why to consume product is related consumer’s monthly income. And the opportunity to select product to consume is related to consumer’s education level. Satisfaction and factors affecting consumer satisfaction of Catechins facial cream product, found that consumers are mostly satisfied the product quality. Secondly is the distribution channel. From the study of factors that affect consumer satisfaction, found that the most affective factors to consumer’s satisfaction are distribution channel and marketing promotion.