Also, I would like to thank all the participants in the studied firm for their willingness to share valuable information that enabled me to experience the research processes and reach the findings of the exploratory study. Finally, I would like to thank all my family and friends at the College of Management Mahidol University (CMMU) for sharing knowledge, information and encouragement with me throughout this journey of wisdom. Meanwhile, this study will also reveal the gender perspective to understand what perspective and motivation factor can affect purchases from each side.
Takemura pointed out that Thailand is the largest market in ASEAN, compared by region at an estimated value of 4.1 billion USD. Still, of course, there is no promise that you will be successful in the business. Small Business Administration, established more than 50% of small businesses fail in the first year and 95% fail within the first five years (Moya, K.2016).
The trend of the fashion industry has been reasonably related to the increasing awareness of Thais about their appearances and thus has contributed to the increase in demand for cosmetic products. As Fan and Miao (2012) defined – “people search for information because they want to buy”. Growing trends rely on sources from the Internet which can provide them with abundant information about cosmetics no matter when and no matter from where.
The Research Question of This Study
Study Purpose
Scope of the Study and Framework
LITERATURE REVIEW
- Brand Loyalty/ Brand Image
- Service Quality
- Product Quality/Design
- Social Influence
- Two Key Agents of Social Influence
- Social Influencer 1: “Bonding” (People like the same thing) It’s mean like the same thing, have similar beliefs, education and socioeconomic
- Social Influencer 2: Expert opinion leaders
- Personality and Belief
The atmosphere in the store can drive them to have more purchasing intention than their salary, promotion and salesperson due to rational purchasing behavior. The benefit beyond the well-known brand is creating the brand identity and value for the brand because it is easier to remember, but it is different from an unknown brand because it has no meaning for the brand that they cannot remember. The brand awareness can be related to the purchase intention because the majority of consumers tend to consume more with the brand's well-known and well-known product.
The long-standing brand is obviously better known than the recent brand, because higher brand loyalty, brand awareness and awareness of the brand will lead to higher purchase intention. Store environment: it is another factor that influences consumer behavior, as motivation and stimulation of the service can influence the emotional response and thus influence purchasing behavior; three important factors that influence customer brand loyalty are store location, store layout and in-store stimulation. (Kotler,1973) The role of atmosphere, no matter what product, even if it is simple, such as food. The atmosphere can at least influence the dimension of pleasure, but not the intensity of the feeling.
There will be satisfaction when some men are happy or disappointed with the comparison of the perceived performance of the product and service performance with the expectation (Kotler & Keller, 2009, p. 789). Service quality can be evaluated based on consumers' expectations and perceptions of service quality from (Lethinen and Lehtinen, 1982) has 3 factors to determine service quality in relation to interaction, physical and corporate. Price: The price of the product has been discussed for many years, but can decide with the price is the factor that the consumer considers in deciding to buy a product or service.
They usually have a perception of the brand in terms of the marketing communication that is constructed by the company. Advertising allows the customer to consider or create awareness to use the entire product the effects of marketing communication on consumers and the perceptions that messages are provoking among different target individuals. There are always barriers when customers want to contact any function of the company.
The company's channel to communicate can get feedback from its customers to improve its service. If the customer believes in the same idea that they share a similar mind with someone or something, so they can connect and belong to the group of society. The personality is the needs for a sense of pride, achievement, social recognition and enjoyment of the finer things in life.
RESEARCH METHODOLOGY
Data Collection
Interview Questions
Are there any tools or any training provided by your company to improve sales skills. What might make your decision change to choose the product you currently use.
Interviewee Profile
RESEARCH FINDING & DATA ANALYSIS
- Social and Friend Recommendations
- Product Knowledge
- Brand
- Sale Tools/ Skin Analysis and Problem Solving
- Packaging
- Promotions
- Gender of the Seller
- Problem Question/ Selling Technique
Most of the women expect the seller to give them the best answer to define the difference between the brand, both in terms of ingredients and the type of skin care such as serum, cream, day cream, night cream, sunscreen and others. The understanding of male grooming is the key success for the sellers due to the trend of metrosexuals - men who take care of themselves by using skin care or exercising to improve their appearance. As for product knowledge, familiarity about the seller can make them trust and create a buying signal to easily convince them.
Berman) Regarding the brand, a good brand name can be easily remembered and gain more recognition, but regarding the brand, some customers mention that some are more popular than the new ones. Based on a friend's recommendation, friends will suggest the benefits of the product to each other and encourage each other to try it. There are many more distribution platforms when a brand is exposed to an audience, direct marketing uses traditional advertising through social media exposure or public relations.
There are different strategies for each campaign, a consistent portrayal of the brand, and a commitment must follow through on the promises that the company made to the customer. The right sales tools can also increase sales productivity and increase sales volume success rates. The customer database such as contact management, software or sophisticated customer relationship management (CRM), to help you understand your customers and market to make the market more effective. marketingdonut.co.uk). According to the customer, most of them are concerned about their skin, they want some products that can solve their skin problem, therefore the sales tool can support their belief, trust and recognition of the brand.
The variety of the brand, but most of them are in the same category of the product, such as Anti acne, Whitening, etc., so the product packaging can be the factor that creates purchase intention. They will be judged more objectively than from the ad, a salesperson or an information brochure of the product.” (Engel, Blackwell, & Kollat, 1968) Women trust friends or social recommendations more than men. From the interview, the interviewer says that they find the information about the product and the review or the mechanism of the ingredients.
The male customers usually read the review of the product information on the Internet or ask the expert or the salesperson to clarify their understanding. In the male perspective, the gender of the salesperson is not their concern, they just need the person who can answer their question and understand them in their own skin. Of the salesperson interviewed, they all say pleasantly: “We have to find out what the customer's concern is”.
CONCLUSION AND RECOMMENDATION
- Discussion
- Lesson Learned
- Managerial Implications
- Limitations
- Recommendations
The product is the essence to keep the moisturizer, they should know about the difference of the ingredient and what each ingredient is for. Skin solution and problem from the interview: Most of the seller may know about the product, but they don't know about the skin structure and the pathology of the skin that can lead to the skin problem. For brand recognition, it may take time to be created, but it can be created in the long term win.
If you understand the basic needs and pathology of the problem, you will be able to provide the correct information and describe in more detail. The research is currently part of the purchase intentions of those who have experienced many problems and challenges of purchase intention, while the purchase perspective of both sides is interviews with customers and sellers around the cosmetic counter on the first floor at Central Ladprao. What is the key of the product to be at the forefront for the customer, like the cream when applied to the skin, you can feel the warmth that is the impact on feeling for the customer.
The key to motivating buyers is the knowledge of the product and the technique of the seller to make them believe in the product. In addition to customer expectations, marketing can develop sales tools to improve or analyze skin problems to develop brand credibility. The limitation is that for most of the interview, the customers consuming the product at Central Ladprao are of different genders and on both sides of the buyer and the seller.
In the further study, I would like to investigate the variation of the location to confirm in this assumption to understand more in the customer's perception and expectation to induce purchase intention. In the recommendation part, I would suggest to keep this study for more improvement by doing a quantitative study to ensure that this perspective can affect a large population by variation of location and brand. In terms of marketing and sales, there are many perspectives in customer expectations and the information that can be communicated to the customer.
The key is that if you want to run a business, you need to know customer needs (need-to-know behavior).
September 16, 2014 from https://www.business.qld.gov.au/business/running/sales-customer-service/sales-skills/knowing-products-services. Why Small Businesses Fail Retrieved 2016 from http://www.moyak.com/papers/small-business-failure.html. Southeast Asian markets are poised to record industry-leading growth (online) Retrieved February 4, 2016 from http://www.cosmeticsdesign-asia.com/Market-Trends/Southeast-Asia-markets- set-to-record-industry-leading-growth.
Pridobljeno 2012 s https://stevensonfinancialmarketing.word press.com the-role-of-social-influence-in-consumer-behavior/.
