Marketing communication affects on decision making to purchase japanese skincare product for female consumers in Bangkok

Abstract

The purposes of this study were to compare demographics to making purchasing decisions to Japanese skincare products of female consumers in Bangkok and study the marketing communications affected the buying decision Japanese skincare products of female consumers in Bangkok. This research was the quantitative research by using questionnaires from 384 female consumers who previously purchased the product by uses the multi-stage sampling method. The data was analyzed by as frequency, percentage, mean, standard deviation, t-test statistic, One-Way ANOVA, and enter multiple linear regression at the statistical significance level of .05. The results showed that: most of the sample was between 25 - 34 years (35.40%), single status (68.20%), average monthly income of 10,001 - 20,000 baht (34.10%), education of bachelor's degree (55.70%), and work in private companies (48.70%). The average monthly income, education level, and occupation had different decisions purchasing Japanese skincare products among female consumers, with statistical significance at the .05 level. Marketing communication influence female consumers purchasing decision of Japanese skincare products with statistical significance at the .05 level were sales by individuals (29.10%), public relations (18.10%) and promotion (15.80%).