ปัจจัยส่วนประสมทางการตลาดที่มีอิทธิพลต่อการตัดสินใจซื้อเครื่องสาอางจากเกาหลีใต้และญี่ปุ่นของผู้บริโภคในเจเนอเรชั่น Z

Abstract

The purposes of this independent study were to: 1) study and compare personal factors affecting South Korean and Japanese beauty products purchasing decision of Generation Z consumers, 2) study and compare South Korean and Japanese beauty products buying behaviors of Generation Z consumers and 3) study and compare marketing mix factors (product, price, place, and promotion) affecting South Korean and Japanese beauty products purchasing decisions of Generation Z consumers. The sample of this independent study consisted of 420 female Generation Z consumers, born in 1996-2004, living in Bangkok and vicinity who decided to buy South Korean and Japanese skin care products. The data were analyzed using frequency, percentage, mean, and standard deviation. In addition, crosstab, chi-square and logistic regression analysis were used in testing of hypotheses. The study results indicated that the personal factors did not affect the beauty products purchasing decisions of Generation Z consumers. However, their buying behaviors did. Logistic regression analysis revealed that the quality confidence (Exp(B)=1.308) and the product presenters (Exp(B)=1.803) influenced the consumers to buy South Korean beauty products rather than Japanese beauty products. While the experts (Exp(B)=0.612) had an influence on the consumers’ purchasing decisions of South Korean beauty products less than the purchasing decisions of Japanese beauty products. Moreover, the marketing mix factors also affected Generation Z consumers’ purchasing decision. The product factor (Exp(B)=2.545) and the promotion factor (Exp(B)=2.952) influenced consumers to buy South Korean beauty products rather than Japanese beauty products. While the price factor (Exp(B)=0.397) influenced the consumers’ purchasing decision of South Korean beauty products less than the purchasing decision of Japanese beauty products.