The influence of individual overseas purchasing on Thai cosmetic products

Last modified: October 26, 2019
Estimated reading time: 1 min
Project Title: The influence of individual overseas purchasing on Thai cosmetic products
Author: Zhuang Shuhui
Advisor: Dr. Rungroje Songsraboon
Degree: Master of Business Administration
Major: Accounting Management
Faculty: Graduate Schools
Academic year: 2018

การอ้างอิง/citation

Zhuang Shuhui. (2018). The influence of individual overseas purchasing on Thai cosmetic products. (Independent study, Master of Business Administration). Bangkok: Siam University.


Abstract

Thailand is a paradise for spa, beauty treatments, and exotic locations of cosmetics. It is a place where women look their best and people from all over the world fly there to feel the charm of this enchanting place. Thailand is famous for its cosmetic manufacturing industry as most of the ingredients used are completely organic which are acquired from all over the world. The main purpose of this research is to investigate the influence of individual oversea purchasing Thai cosmetic products from Thai market. The consequence of the research would be beneficial to influence factors of purchasing especially in Thai cosmetics-makeup industry to understand the target consumer-whether brand equity affect their purchasing decision. Both primary and secondary data source were used to ask research questions. Questionnaires are Chinese people who vistied at Bangkok to gather primary data about their opinion towards all variables in this study.

The number of interviews was limited to 100 due to limitations of time, intentions and willingness of subjects to participate in this study and the availability of subjects on that day. The 100 informants were approached using purposive sampling. The majority of the respondents present the age group of 21 to 30 years that counts for 45.2%, 32 of the respondents are in the age group of 31 to 40 years and counts for 38.1% and 8 of the respondents present the age group less than 20 years and 6 of the respondents are 41 years or above. Moreover, the results of this research found that brand loyalty was significant to consumer purchase as sig value indicate 0.000 and B value of .605 shows there was a strong positive relationship between product quality and cosmetic product purchase and packaging is significant to consumer purchase as sig value indicate 0.000 and B value of .627 shows there is a strong positive relationship between brand loyalty and cosmetic product purchase.

 

 


The Influence of Individual Overseas Purchasing on Thai Cosmetic Products

International Master in Business Administration (IMBA), Siam University, Bangkok, Thailand

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