Marketing Mix on the Consumers Perspectives to Affecting the Cosmetics Purchase Decision Process of Generation Y Consumers in Bangkok

Abstract

       This research objectives were 1. to study personal factors and cosmetics consumption behaviors  affecting the cosmetics purchase decision process of Generation Y consumers in Bangkok 2. to study the differences in consumer behavior in Relationship to the cosmetics purchase decision process of Generation Y consumers in Bangkok and 3. to study the marketing mix on the consumers perspective to affecting the cosmetics purchase decision process of Generation Y consumers in Bangkok. This is quantitative research.

        The results of the research revealed that most of the sampling were female, aged in generation Y with bachelor's degrees, and students. The average monthly income was less than or equal to 30,000 baht. In addition, the marketing mix factors of (4C) affected the cosmetics purchase decision process of Generation Y consumers was at the highest level and the cosmetics purchase decision of Generation Y consumers was at the high level and consumer service behavior that influenced the cosmetic purchase decisions process of Generation Y consumers in Bangkok that were significantly different at the 0.05 level. The hypothesis testing found that with multiple regression analysis using the enter method. Overall, the marketing mix factors of (4C) and  the cosmetic purchase decision process of Generation Y consumers in Bangkok. Together, there was a positive correlation between the decision to purchase cosmetics decision Generation Y consumers in Bangkok. The highest aspect was the purchase decisions process, which was .676 up to 45.8 percent.