Factors Influencing Consumers Decisions to Purchase Lipstick in the Nakhon Rangsit Area Pathum Thani Province

Abstract

This research consists purposes were 1. to study the 5A marketing factors of consumers in Nakhon Rangsit District Pathum Thani Province 2. to study and compare the decision to buy lipstick of consumers in Nakhon Rangsit District Pathum Thani Province and 3. to study the factors that affect the decision to buy lipstick of consumers in Nakhon Rangsit District Pathum Thani Province. This is a quantitative research. The research instrument is a questionnaire. There is a sample of 400 people using Taro Yamane's (1973) calculation formula. The sample size has a confidence level of 95 percent or 0.95 at an error level of 0.05 from specific sampling. The data collected from the questionnaires is analyzed using descriptive statistics including percentages, means and standard deviations. The research results found that 1) the 5A marketing factors were at a high level overall (x̅= 3.53, S.D.= 0.496) 2) the decision to buy lipstick of consumers in Nakhon Rangsit District Pathum Thani Province, in different consumer groups, had no statistically significant difference in decision to buy lipstick (.269) and 3) the level of opinions on the decision to buy lipstick of consumers in Nakhon Rangsit District Pathum Thani Province was at a high level overall (x̅= 3.63, S.D.= 0.686).