Factors Influencing Consumers Buying Decision of Hair Color Products within around Bangkok

Abstract

          The objectives of this research were to study 1) compare consumers’ buying decision of hair color product, classified by personal factors, and 2) factors marketing mix effects on buying decision of hair color product. The research employs quantitative method by using a close-ended questionnaire for survey research. Data were collected from 400 persons who used hair color product within around Bangkok under the concepted of (Cochran et al, 1953: 690)  by nonprobability sampling and purposive sampling. The research was conceptualized to analyze the percentage, mean, standard deviation, t-test, One-way ANOVA and Pearson’s correlation by using a statistic software
          The research finding revealed that 1) Personal factors different by status, education, and occupation, have an influenced buying decision different of hair color product at the statistically significant level of .05, while gender, age, and monthly income are different, there were no difference in consumer’s buying decision of hair color product within around Bangkok, and 2) overall factors marketing; product, price, place, promotion, people, process, and Physical Evidence have an effects on consumers’ buying decision of hair color product within around Bangkok at the statistically significant level of .01