BEHAVIOR OF CONSUMERS TO USE SERVICE OF BEAUTY SALON IN MAECHAI DISTRICT, PHAYAO PROVINCE

Abstract

               This research aims to 1) Study consumer behavior in choosing beauty salon services in Maechai Disrtict Phayao Province 2) To study the relationship between demographic characteristics and consumer behavior in Maechai Disrtict PhayaoProvince. The exact population is not known at the time of the survey Therefore, using the sample size method by using the W.G.Cochran formula for the sample of 400 people. The research found that 1) Consumer behavior in choosing to use beauty salon services also found that, 36.4 percent of consumers used beauty salon services twice a month and 34.9 percent used service three times a month, 54.4 percent spent 301-500 baht each and 24.4 percent spent more than 500 baht each, 55.6 percent at consumer came to pool service and 17 percent came to use hair cut sevice, 40.9 percent of consumer came to use service because of fair price and 32.4 came to used service because of credible beautieian, 44.6 percent of consumer used service at 12.01-15.00 o’cloek and 21.4 percent of then used service before 12.00 o’cloek 2) Relationship between demographic characteristics and consumer behaviors at the statistically significant level 0.05 except Sex was not associated with the behavior of consumers who came to the salon. The reason for choosing salon. Age did not correlate with the behavior of consumers who came to the beauty salon. Status did not correlate with the behavior of consumers who came to the beauty salon. The level of education did not correlate with the behavior of consumers who came to the salon. The reason for choosing salon. The budget for the salon.The relationship with the behavior of consumers who come to the beauty salon. Monthly income was not correlated with the behavior of consumers who came to the beauty salon in terms of time spent in beauty salon.