OPINION LEVEL ON THE QUALITY IN THAI BRAND COSMETIC OF USER IN CENTRAL REGION OF THAILAND

Abstract

The objective of this study was to investigate the opinions level of cosmetic user in central region of Thailand toward Thai brand cosmetic quality. The samples were 400 cosmetic brand Thai users in Bangkok, Samut Prakan, Nonthaburi, Pathumthani, Phetchabun, Nakhon Pathom, Phitsanulok, Suphanburi, Phranakhon Si Ayutthaya and Kamphaeng Phet interviewed by using questionaires. Statistics used in data analysis were frequency, percentage, mean, standard deviation The hypothesis was tested using Chi-Square statistic at 0.05 significance level. The study found that most of the users bought lip cosmetic such as lipstick, lip gloss, used Thai brand cosmetics because of good quality and impression in quality, using Thai brand cosmetics along with foreign brand cosmetics, bought from the department store, mostly once a month, and spending 500-1,000 baht each time, the influencer to buy cosmetics were themselves. Consumers have opinions on the quality of Thai brand cosmetics of Thai users in the central region of Thailand in terms of usage at the most agreeable level. Considering each side, it was found that all the comments are the most agreeable level. By the side where the Thai users are most important is the credibility. Second is the efficiency in use, the reputation of the manufacturer, attractive beauty, durability, special features and the production meets the needs of users. The hypothesis test was found that 1) sex, age, education level, occupation and average income per month of users correlated with the opinion level on the quality of Thai brand cosmetics. 2) types of cosmetics, place to buy, frequency of purchase, purchasing amount and influencers of the users in the central region of Thailand correlated with the opinion level on the quality of Thai brand cosmetics.