Factors affecting purchase intention of beauty products in multi – brand store of generation Y consumers

Abstract

This research was a quantitative research. The purposes of this research were 1) to study demographic characteristic affect on purchasing intentio n of beauty products in Multi-Brand Store, 2) to examine online marketing communication affects on purchasing intention of beauty products in Multi-Brand Store, and 3) to examine Brand Equity affects on purchasing intention of beauty products in Multi-Brand Store. The data were collected 400 samples who were customers to purchase products through in Multi-Brand Store. The statistical methods used to analyze data were frequency, percentage, mean, standard deviation, one-way analisis of variance, and enter multiple regression analysis with a statistical significance level of .05. The results showed that: most of the respondents were female (69.50%), the age between 27-32 years (58. 30 %), education of bachelor’s degree (77. 5 0%), business of employee (56.80%), and average monthly income between 15,001 – 30,000 baht (61. 00 %). Diffenct Demographic characteristics included gender, age, career and average monthly income had purchasing decision intention of beauty products in\ Multi-Brand Store with statistically significant at the .05 level. Marketing mix affects on purchasing decision intention of beauty products in Multi-Brand Store with statistically significant at the .05 level with the two affects including product increased (17.80%), price increased by 22.10 percent. Brand equity affects on purchasing decision intention of beauty products in Multi-Brand Store with statistically significant at the .05 level with the two affects including brand awareness increased by 3 0 . 3 0 percent and brand associations increased by 33.30 percent