Factors Effecting the Purchase Decision for Skin-whitening Cosmetics of Working-age People in Krathum Baen District, Samut Sakhon Province

Abstract

This research aimed to study the purchasing behavior and the factors that influence the purchase decision of skin-whitening cosmetic products of working-age women in Krathum Baen District, Samut Sakhon province. The participants were 400 people. Data were reported in terms of frequency, percentage, average and standard deviation. Statistical analysis by Mann-Whitney U test and Kruskal-Wallis test in Statistical Package for Social Sciences Program or SPSS for Window. It has been found that most of the samples were female aged between 31 - 35 years, graduated from university. Most of them were working in factory and earned between 10,001-15,000 baht per month. Marketing mix factors have influence on the buying decision of skin-whitening cosmetic products at high level. Product factors were the most influence followed by the price factors, promotion factors and place factors, respectively. In hypothesis testing, at a significance level of 0.05, factor that influence on the decision to buy skin-whitening cosmetic products were age, education level, occupation, using experience and the idea to change to the new products.