Integrated Marketing Communications and Brand Image Affecting Consumer Buying Behavior of Cosmeceutical Products

Abstract

This research aimed to study integrated marketing communications and brand image affecting consumer buying behavior of cosmeceutical products. The sample group consisted of 400 consumers who have used and are using cosmeceutical products living in Bangkok, selected from the population using multi-stage sampling method. Data was collected using the generated questionnaires with the validity and reliability tested. The statistics used in the analysis were mean, standard deviation, Pearson correlation coefficient and Multiple regression analysis. The results of integrated marketing communications affecting consumer buying behavior of cosmeceutical products revealed that sales by employees, public relations, sales promotion and direct marketing had a statistically significant effect on consumers buying behavior of cosmeceutical products at 0.05 level with a predictive power of 63.9 percent. In addition, the results of brand image affecting consumer buying behavior of cosmeceutical products revealed that brand identity, brand attributes, attitude, benefits, and brand association preferences had a statistically significant effect on consumer buying behavior of cosmeceutical products at 0.05 level with a predictive power of 49.28 percent.

Keywords— Brand image, Buying behavior, Cosmeceutical products, Integrated marketing communications