What are the Factors that Consumer chooses to Purchase the Luxury Cosmetic in Bangkok

Abstract

This Study is about influence factors consumers decide to purchase the luxury cosmetic in Bangkok area, the objective of study is to find the influence factor that consumers decide to purchase the luxury cosmetic in Bangkok. The researcher had collected the data in May, 2017 by used questionnaire. The target group is start from first jobber until middle age. The sample group of this research is consumers who live in Bangkok area. The researcher had the sample size and used Yamane’s formula by calculate the sampling size around 400 people. Thus the researcher had analyze the data and present the result from the analyze software (SPSS), The data collected from demographic data of the respondents and followed by factors that affect with consumer behavior on purchasing decision the luxury cosmetic in Bangkok. The result of personal data of respondents who did questionnaire, found that most of respondents are female, their age between 26-35 years old, they most single, have education in bachelor’s degree and most of them are employee. Most of them purchase for beauty. The result of study in hypothesis testing shown those consumers who choose to purchase the luxury cosmetic in Bangkok. Demography, quality, packaging, price, lifestyle and fashion trends (social) that make consumer decide to purchase the luxury cosmetic in Bangkok area.