COST MANAGEMENT STRATEGIES FOR SPA PRODUCTS ONLINE PURCHASING OF WELLNESS SPA ENTREPRENEURS IN BANGKOK
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Abstract
Introduction: The growth of the wellness spa business and the increasing use of digital technologies have encouraged spa entrepreneurs to purchase spa products through online channels. Online purchasing provides convenience, access to product information, price comparisons, and promotional offers, which can contribute to more effective cost management and business operations. Objective: 1) To study the patterns and processes of purchasing spa products through online channels among wellness spa entrepreneurs in Bangkok; and 2) To investigate cost management strategies in purchasing spa products through online channels among wellness spa entrepreneurs in Bangkok. Method: This study employed a qualitative research approach using in-depth interviews. Data were collected from 10 wellness spa entrepreneurs in Bangkok selected through purposive sampling. A semi-structured interview guide was used as the research instrument, and the data were analyzed using content analysis. Results: The findings revealed that wellness spa entrepreneurs searched for product information through online channels and considered product characteristics, appearance, quality standards, scents, benefits, pricing, and supplier credibility before making purchasing decisions. They also compared quotations and product samples to evaluate quality and reliability. Payment methods included cash and bank transfers, while accurate and timely delivery was considered an important factor. Regarding cost management strategies, entrepreneurs planned purchases in advance to calculate actual costs based on service activities and treatment requirements. Purchasing products in bulk, obtaining discounts and promotional offers, reducing excessive inventory, preventing product expiration, and creating added value through new products and services were identified as important strategies for cost reduction and business competitiveness. Conclusion: Online purchasing enables wellness spa entrepreneurs to access product information efficiently, compare alternatives, and manage procurement costs effectively. Strategic cost management through planning, inventory control, promotional purchasing, and value creation contributes to operational efficiency and sustainable competitiveness in the wellness spa business.
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