PAPER : Business Administration – International Business
1. Factors Influencing Purchasing Behavior of Working Women towards Imported Makeup Cosmetics in Phasi Charoen
The purposes of this research were (1) to explore the personal factors of working women in Phasi Charoen purchasing imported makeup cosmetics (2) to examine the purchasing behavior of imported makeup cosmetics of working women in Phasi Charoen and (3) to study the influences of marketing mix factors towards purchasing behavior of imported makeup cosmetics of working women in Phasi Charoen. The samples were 400 working women aged between 15-60 years old in Phasi Charoen having purchasing behavior of imported makeup cosmetics, selected by using the purposive sampling method. The data were collected by using questionnaires. Statistics used for the analysis include the descriptive statistics: percentage, mean, and standard deviation, and the inferential statistics: Chi-Square and One Way ANOVA (F-test) for testing the hypotheses at 0.05 statistical significance level.
The results of the study showed that most of the respondents were aged between 21-30 years old, held a bachelor’s degree, worked in private sector, and earned average monthly income of 15,000-20,000 baht. Most of the respondents bought foundation products and the most popular brand among them was the brand 002. The most important reason for buying products was personal preference and purchasing decision was made by themselves. The respondents bought products from cosmetic counters in department stores when necessary, usually 1-2 pieces per time, and the average amount spent at a time was 1,000-2,000 Baht. Furthermore, the overall marketing mix factors influencing the purchasing behavior of imported makeup cosmetics was at a high level and the most important factor was product.
The results of testing Hypothesis 1 showed the significant relationship between personal factors including age, education, occupation, and income and purchasing behavior of imported makeup cosmetics in terms of brand and purchasing expense at a statistical significance level of 0.05 and the results of testing Hypothesis 2 showed that the marketing mix factors had influences on purchasing behavior of imported makeup cosmetics in terms of place of purchasing at a statistical significance level of 0.05.
Keywords: Factors, Imported makeup cosmetics, Working women
* Factors Influencing Purchasing Behavior of Working Women towards Imported Makeup Cosmetics in Phasi Charoen / ปัจจัยที่มีผลต่อพฤติกรรมการซื้อเครื่องสำอางนำเข้าจากต่างประเทศประเภทตกแต่งสีสันของผู้หญิงวัยทำงานในเขตภาษีเจริญ / อริสรา อัครพิสิฐ / คณะบริหารธุรกิจ – การจัดการธุรกิจระหว่างประเทศ / Business Administration – International Business Management