Study of Thai women purchase decision of Korea cosmetic in Bangkok area

Abstract

This study aims to examine and identify variables and factors that have influence toward Thai women purchase decision to purchase Korea cosmetic. The main reason of this study is to examine and learn about which factors is effect on purchase decision to purchase Korea cosmetic and reason to support why Korea cosmetic is very popular in Thailand and become top ranking in cosmetic market. The tool of this research is data collection process which distributes questionnaire separate in 2 ways First, is online survey to Social network Such as; Facebook, Line and Second, offline survey by distributed questionnaire paper to respondents. There are random group of female 401 respondent ages on 15–60 years old that lived in Bangkok area and had experienced on Korea cosmetic. This study uses quantitative research and the result was show in Descriptive statistics to present the frequency results by percentage used to analyze the data for consumer in Bangkok area, Cross tabulation used to find the contingency to explain relationship of respondents with specific characteristic of the research, Factors that effect the purchasing decision of customer and Multiple Regression analysis to test hypothesis. According to the results, there are consumer behavior, brand and marketing mix theory that strongly influence Thai women purchasing decision to purchase Korea cosmetic. For the Korea aspect on country of origin effect (COO) about Korea image and K–pop culture are not influence Thai women purchasing decision to purchase Korea cosmetic because customers are focus on brand and product, price, channel, promotion (marketing mix) itself more than the origin of the product. However, the researcher found that customer has positive attitude about Korea cosmetic because Korea country has more reliable in fashion aspect and K–pop trend are more popular in Thailand.