The Study of Marketing Mix, Brand Image and e-WOM Affect Satisfaction, A Case Study of Cruelty-free Thai Cosmetics Brand in Bangkok
Article Sidebar
Main Article Content
Abstract
The objective of this quantitative research was to study the impact of the Marketing Mix (product, price, place and promotion), brand image, and electronic word of mouth on satisfaction with Cruelty-free Thai cosmetics brands in Bangkok. The research utilized questionnaires as its primary data collection tool, gathering responses from individuals who had purchased Cruelty-free Thai cosmetics (406 respondents in Bangkok).
The results of the descriptive analysis indicated that a majority of the respondents were females aged between 25 to 29 years old. Their average monthly income fell within the range of 15,001 to 25,000 baht. The majority of participants had purchased makeup products, purchasing less than twice times a month. Moreover, their spending per purchase was less than or equal to 1,000 baht. The research findings demonstrated that the Marketing Mix (product, price, place and promotion), brand image, and electronic word of mouth had a significant influence on satisfaction significantly. According to the research findings, entrepreneurs should prioritize brand image, as it has the greatest influence on customer satisfaction.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Article Accepting Policy
The editorial board of Thai-Nichi Institute of Technology is pleased to receive articles from lecturers and experts in the fields of business administration, languages, engineering and technology written in Thai or English. The academic work submitted for publication must not be published in any other publication before and must not be under consideration of other journal submissions. Therefore, those interested in participating in the dissemination of work and knowledge can submit their article to the editorial board for further submission to the screening committee to consider publishing in the journal. The articles that can be published include solely research articles. Interested persons can prepare their articles by reviewing recommendations for article authors.
Copyright infringement is solely the responsibility of the author(s) of the article. Articles that have been published must be screened and reviewed for quality from qualified experts approved by the editorial board.
The text that appears within each article published in this research journal is a personal opinion of each author, nothing related to Thai-Nichi Institute of Technology, and other faculty members in the institution in any way. Responsibilities and accuracy for the content of each article are owned by each author. If there is any mistake, each author will be responsible for his/her own article(s).
The editorial board reserves the right not to bring any content, views or comments of articles in the Journal of Thai-Nichi Institute of Technology to publish before receiving permission from the authorized author(s) in writing. The published work is the copyright of the Journal of Thai-Nichi Institute of Technology.
References
Alaouir, T., Gustavsson, R., & Schmidt, N. (2019). Factors driving purchase intention for cruelty-free cosmetics: A study of female millennials in Jönköping, Sweden. (Bachelor project, Jönköping University). Retrieved from https://www.diva-portal.org/smash/get/diva2:1320983/FULLTEXT01.pdf
Booms, B. H., & Bitner, M. J. (1981). Marketing strategies and organization structures for service firms. In J. H. Donnelly & W. R. George (Eds.), Marketing of Services (pp. 47–51). Chicago, IL: American Marketing Association.
Business Plus. (2022, April 9). Revealing the success of Thai cosmetics, one of the 10 industries to watch in 2022. “Mistine” has become famous in the Chinese market (in Thai). The Business Plus. Retrieved from https://www.thebusinessplus.com/cusmetic/
Büyükdağ, N. (2021). The effect of brand awareness, brand image, satisfaction, brand loyalty, and WOM on purchase intention: An empirical research on social media. Business & Management Studies: An International Journal, 9(4), 1380–1398.
Cheung, M. Y., Luo, C., Sia, C. L., & Chen, H. (2009). Credibility of electronic word-of-mouth: Informational and normative determinants of on-line consumer recommendations. International Journal of Electronic Commerce, 13(4), 9–38.
Cochran, W. G. (1977). Sampling Techniques (3rd ed.). New York, NY: John Wiley & Sons.
Dodanwala, K. L., & Weerasekera, S. (2024). The impact of westernisation on the purchase intention of cruelty-free products: A study based on the Sri Lankan cosmetic market. South Asian Journal of Marketing, 5(2), 131–148.
Grappe, C. G., Lombart, C., Louis, D., & Durif, F. (2021). “Not tested on animals”: how consumers react to cruelty-free cosmetics proposed by manufacturers and retailers?. International Journal of Retail & Distribution Management, 49(11), 1532–1553.
Hair, J. F., Jr., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis (7th ed.). New York, NY: Pearson.
Kotler, P. (2003). Marketing Management (11th ed.). Upper Saddle River, NJ: Prentice-Hall.
Khalaf, A. M., Alubied, A. A., Khalaf, A. M., & Rifaey, A. A. (2023). The impact of social media on the mental health of adolescents and young adults: A systematic review. Cureus, 15(8), e42990. doi:10.7759/cureus.42990
Krungsri GURU SME. (2023). Cosmetics made in Thailand: This business is still bright among “competitors” (in Thai). Retrieved from https://www.krungsri.com/th/plearn-plearn/cosmetics-made-in-thailand
Liu, T. (2023). Analysis of cosmetic pricing strategies in the online environment. Advances in Economics, Management and Political Sciences, 35, 257–263.
Majeed, A. A., Baloch, M. S., & Ullah, S. (2022). Impact of brand image on customer buying decision in the cosmetics industry in the Pakistan. Annals of Human and Social Sciences, 3(2), 611–624.
Manandhar, R. B., & Chalise, M. (2023). Factors Influencing consumer satisfaction in online shopping: A case of college level students. The International Research Journal of Management Science, 8(1), 111–122.
Nattakarn Suwantara. (2017). The study of the marketing mix factors that affect the satisfaction of purchasing cosmetics Thai brand of consumers in Bangkok area (in Thai). Journal of Humanities and Social Sciences Thonburi University, 11(25), 164–171.
Natthacha Suthiwong. (2021). Factors affection satisfaction and re-purchasing on organic cosmetic (in Thai) (Master's independent study). Retrieved from https://archive.cm.mahidol.ac.th/bitstream/123456789/3827/1/TP%20MM.058%202563.pdf
Office of Strategic Management. (2013). Bangkok Metropolitan Administration Plan 2013–2017 (in Thai). Retrieved from https://thaipublica.org/wp-content/uploads/2016/07/plan-กรุงเทพฯ-2556-2560.pdf
Phantira Suksomnirundon. (2015). The study of customer satisfaction on the purchasing premium cosmetic brands in first jobber (in Thai) (Master's independent study). Retrieved from https://ethesisarchive.library.tu.ac.th/thesis/2015/TU_2015_5702030361_3585_2009.pdf
Simay, A. E., Wei, Y., Gyulavári, T., Syahrivar, J., Gaczek, P., & Hofmeister-Tóth, Á. (2023). The e-WOM intention of artificial intelligence (AI) color cosmetics among Chinese social media influencers. Asia Pacific Journal of Marketing and Logistics, 35(7), 1569–1598.
Sirichai Pongwichai. (2013). Computer Statistical Data Analysis: Emphasis on Research (in Thai) (24th ed.). Bangkok, Thailand: CU Press.
Sirikun Samridnan. (2018). The relation between brand image and buying behavior towards Korean cosmetics of consumers in Bangkok (in Thai) (Master's independent study). Retrieved from https://bu-mba.rmutk.ac.th/wp-content/uploads/2019/12/Sirikun-Samridnan_2018.pdf
Taghipour, A., & Loh, A. (2017). A study of the factors related to purchase intention of cosmetics customers in Thailand. PEOPLE: International Journal of Social Sciences, 3(2), 1942–1946.
Thanyarat Nuanimwattana. (2017). Word-of-Mouth strategies affect purchasing decision imported dietary supplementary food in Bangkok (in Thai) (Master's independent study). Retrieved from http://dspace.bu.ac.th/jspui/bitstream/123456789/2940/3/thanyarat.nuan.pdf
Wuisan, E. C., & Februadi, A. (2022). Consumers’ attitude towards the Cruelty-free label on cosmetic and skincare products and its influence on purchase intention. Journal of Marketing Innovation, 2(2), 120–129.
