Buying decision process of facial skin care products for men in Department store of consumers in Bangkok metropolitan

Abstract

The objectives of the research were to study the level of buying decision process of facial skin care products for men in department store of consumers in Bangkok metropolitan and to study the marketing mix that affect of buying decision process of facial skin care products for men in department store of consumers in Bangkok metropolitan. The samples for the study were 400 consumers who bought facial skin care products for men in department store in Bangkok metropolitan. A questionnaire was used as a tool for collect data collecting. The statistics for analysis were percentage, arithmetic, mean, standard deviation, and multiple linear regression. The result of research shows that: The consumers' buying decision process were at good level.  The marketing mix including place, product, and promotion affect the buying decision process of facial skin care products for men in department store of consumers in Bangkok metropolitan. And these 3 independent variables could explain the variation of buying decision process at 63.1%.