Advertising, Marketing Mix, and Lifestyle affecting to Consumers' Purchasing Decision of Cosmetic Products in Thailand

Abstract

This independent study was to explore how lifestyle, marketing strategy, and advertising influence Thai consumers' decisions to buy cosmetics. Customers who have bought cosmetics in Bangkok, Thailand during the last six months comprise the study's population. A total of 400 respondents from Bangkok's diverse and densely populated market made up the sample size. The purpose of the research is to offer useful data regarding the conceptual and theoretical framework of consumers' decisions when making purchases of cosmetic products. Multiple linear regression, frequency, mean, percentage, and standard deviation were the data analysis techniques used. The study's findings demonstrated that, at the significant level of 0.05, three of the hypothesized factors advertising, marketing mix, and lifestyle influenced consumers' decisions to buy cosmetics in Thailand.