FACTOR AFFECTING PURCHASE INTENTION FOR BEAUTY PRODUCTS AT MULTI-BRAND BEAUTY STORE IN BANGKOK. The cosmetics retailer has the opportunity to expand its growth into a new business model: multi-brand beauty stores. Therefore, this study aims to identify factors that influence the purchase intention of beauty products in multi-brand beauty stores in Bangkok.
The question with the highest average was comprehensive coverage of beauty products in all categories affecting the purchase intention of beauty products in multi-brand beauty stores. Thus, a multi-brand beauty shop has emerged today and is very popular for its strong points that differ from traditional shops. In addition, the multi-brand beauty store also allows customers to easily access new or small brands both locally and internationally.
A large number of brands is also a key reason why consumers love multi-brand beauty stores. Therefore, it is an option for consumers who have different needs in each person, which allows multi-brand beauty stores to choose to focus on products that are in line with the situation and also respond to the needs of consumers in a comprehensive way.
Research Questions
Research Objectives
LITERATURE REVIEW
- Brand Awareness
- Word of mouth
- Sale Promotion
- Product Variety
- Purchase Intention
Aligns with Huete-Alcocer (2017) Word of mouth is one of the most influential informal media among consumers. This study found that customer satisfaction can influence consumer trust through word of mouth and purchase intention. Blattberg & Neslin (1990) define promotion as action-oriented marketing work aimed at directly influencing the behavior of a company's customers.
A key component of a retailer's promotion is price related and communication about the promotion and the purpose of the promotion. This can make it less purposeful in purchasing products and can increase the costs of the seller (Hoch et al., 1999). Furthermore, Nazir and Tian (2022) also found that entertainment-related factors privacy, and the credibility of the advertisements have a very positive effect on their purchase intention.
Consumers' positive feelings about the brand are what drive the consumer's purchase intention. Brand image is the positive perception of the product or the general impression of the product in the mind of the customer.
RESEARCH METHODOLOGY
Framework Development
The hypothesis of this research
Research Methodology
The questionnaire consisted of 25 items and items identified in the rankings were measured using a Likert scale (1 = strongly disagree, 2 = disagree, 3 = agree, 4 = strongly agree).
RESEARCH RESULT AND ANALYSIS
Demographics and Sample Characteristics
From the chart, the majority of respondents are women, namely 92 respondents, which represents 89%. A group of male respondents with a number of 11 respondents, representing 10% of the total of 103 respondents. The majority considered in the result were respondents between the ages of 31 and 40, namely 43 respondents, which represented 42% of the total of 103 respondents.
The rest of the respondents were in the age group of 25-30 years, which accounts for 39%, followed by 18-24 years, which accounts for 11% and 41 years and above, which accounts for 8% respectively. The rest mainly followed by with an income of 50,001 baht or more, accounting for 22%, and the respondents who had an income of less than 10,000 baht contained only 8%. The study found that the majority of the sample of 67 are office workers representing 65%, followed by the self-employed at 14 representing 13%.
Descriptive Statistics Result
Continuous marketing promotion influences purchase intention for beauty products in multi-brand beauty stores. You plan to buy something from a multi-brand beauty store that you know or know. The store with many popular brands and there are foreign brands that influence the purchase intention of beauty products in multi-brand beauty stores.
The store has a wide selection of beauty products that influence the purchase intention of beauty products in multi-brand beauty stores. Interesting marketing campaigns, such as collecting points or discounts, influence the purchase intention towards beauty products in a multi-brand beauty store. The number of reviews or word of mouth affects your intention to buy from this multi-brand beauty store.
Special opportunities to have experiences with the store always influence the intention to purchase beauty products in a multi-brand beauty store. The multi-brand beauty store being talked about at the time influences your purchase intention. The table is the questionnaire of this research and it showed the average score of each question.
The highest average score of the total was comprehensive coverage of beauty products in all categories affects the purchase intention of beauty products in multi-brand beauty stores, which has the highest average score of 3.46. The lowest average score of the total was buying beauty products from multi-brand beauty stores gives you a positive image, which is the lowest average score of 2.89. It can be assumed that the respondents have considered a wide range of products sold in a multi-brand beauty store because it is related to a type of beauty store and they could have expected that they will find any product they want in it. store type.
Regression
CONCLUSION AND DISCUSSION
- Discussion
- Recommendation
- Limitation
- Further Research
Follow the product variety that gives you the convenience of shopping for beauty products at multi-brand beauty stores with an average rating of 3.42. The third is that you plan to shop at a multi-brand cosmetic store that has a positive reputation with a mean score of 3.41. The next is that positive and realistic referrals will lead you to shop at the multi-brand cosmetic store with a mean score of 3.40, and the last is that the promotion influences the intention to purchase cosmetic products at the multi-brand cosmetic store with a mean score of 3.38 .
However, to see what factors you should not focus on, the result shows that the lowest average score of the total was buying beauty products from multi-brand beauty stores gives you a positive image that is the lowest average score with 2.89. Recommendations to help marketers or business owners develop ways to improve the multi-brand beauty store. The study revealed that the respondent focused on covering all types of beauty products because the stores are in the form of multi-brands.
Furthermore, if the store has a wide variety of products to buy, it will result in customers not having to buy products from other stores that are competitors. Because if you look at brand awareness, you will find that if the store is not well known or has a bad reputation, it may not be able to generate enough sales to compete, while creating awareness through word of mouth can also help the store gain popularity and positive recognition and reputation. Because word of mouth whether from a friend or seeing online reviews helps create brand awareness among consumers and can also create a positive image for the store as the analysis results also revealed that consumers also rate the reputation of the store positively .
In addition, the store always has promotions, because when customers are interested in the store and find attractive promotions, this can also help drive more purchase decisions. In addition, the majority of respondents, as much as 50% of all respondents, still classify themselves as office workers. This can give preference or demand for similar goods, which affects the result of the given.
If the store wants to expand its branches to areas other than Bangkok or the perimeter, they may need to be reexamined. Because people in each area may have different factors that influence the purchase of products, as this can be influenced by income, education, occupation or the ability to recognize different types of awareness, awareness and access to the store. Moreover, the researcher should also expand the scope of the research to other areas covering more people to leverage business growth opportunities and focus on more channels to understand more customers.
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Thai women's perceptions and decision-making factors of purchasing cosmetics sold in four types of stores in Bangkok. Sales promotion and purchase intent: Applying a technology adoption model to consumer-to-consumer marketplaces.
APPENDICES
- Screening Questions
- General question
- By each construct
- Brand Awareness
- Word of mouth
- Sale Promotion
- Product Variety
- Purchase Intention
- Demographic Question
4 You are planning to buy something from a multi-brand beauty store that you know or know. 5 The multi-brand beauty store that is currently being discussed influences your purchase intention. 4 The number of reviews or word of mouth influences your intention to buy from that multi-brand beauty store.
2 Continuous marketing campaign influences purchase intention towards beauty products in multi-brand beauty stores. 3 Interesting marketing campaigns, such as collecting points or discounts, influence the purchase intention towards beauty products in a multi-brand beauty store. 5 Special events to get experiences with the store always influence the intention to buy beauty products in multi-brand beauty store.
3 The classification of products into clearly visible and easy-to-find categories influences the purchase intention of beauty products in multi-brand beauty stores. 4 Comprehensive coverage of beauty products in all categories influences the purchase intention of beauty products in multi-brand beauty stores. 5 The store with many popular brands and there are foreign brands that influence the purchase intention of beauty products in multi-brand beauty stores.
