BUDDHIST INTEGRATION FOR DEVELOPING COSMETIC IMPORTING SYSTEM FROM ABROAD TO PROMOTE THAI MARKET OF THE COSMETICS BUSINESS

Abstract

Objectives of this research article were: 1. To study the promotion of Thai marketing by the Cosmetic Business Association 2. Study the factors affecting the promotion of Thai marketing by the Cosmetic Business Association 3. To present the integration of Buddhism to develop the system of importing cosmetics from abroad to promote the Thai marketing of the Cosmetic Business Association. The research method was mixed by quantitative research collecting data from a sample of 300 people, qualitative research by in-depth interviewing with 18 key informants, and focus group discussions with 9 people to confirm the body of knowledge after data synthesis.

The research results were found that: 1. The marketing promotion of the Association covers 4 main aspects, with the overall level at a high level with the average 4.10, consisting of marketing promotion, distribution channels, price, and product. 2. Factors affecting marketing promotion include the process of importing cosmetics from abroad with the average of 45.2 percent and the principle of Papanikadhamma. In particula Vithuro, good management with the average of 20.9 percent 3. Integrating Buddhism to develop a cosmetic import system from abroad to promote the Thai market for cosmetic business operators by applying the principles of Papanikadhamma, namely, Chakkhuma, vision, Vithuro, management, and Nissayasampanno, interpersonal relationships with the 6-step cosmetic import process. Chakkhuma emphasized developing business vision, analyzing consumer behavior, and forecasting market trends. Vithuro emphasized effective management from planning to resource management. Nissayasampanno emphasized building good relationships with all parties. Integrating these 3 aspects helped develop operations in all aspects, leading to sustainable growth and increasing the competitiveness of the Thai cosmetic industry in the global market by promoting efficient, transparent, and legal operations. The results of this research can be used as a guideline for developing Thai cosmetic businesses to be sustainable and competitive at the international level.