Factors Influencing Skincare Product Purchasing Behavior of Women in Bangkok Metropolitan

Abstract

This study examines the factors influencing the purchasing behavior of skincare products among women in Bangkok, focusing on the impact of demographic characteristics and marketing mix elements. A quantitative approach was employed, collecting data from 400 respondents using structured questionnaires. Multiple regression analysis revealed that demographic factors, such as age, income, and education, significantly influenced purchasing behavior, with women aged 25-34 and those with higher incomes showing a preference for premium and natural products. Marketing mix elements, particularly product quality, promotional efforts through social media and influencers, and online shopping channels, were also found to play crucial roles in consumer decision-making. The regression model accounted for 62% of the variance in purchasing behavior, highlighting the importance of both personal and marketing factors. These findings provide actionable insights for businesses to design targeted strategies, emphasizing product innovation, value-driven pricing, and digital marketing to meet evolving consumer preferences and maintain competitiveness in the skincare industry.