A study of factors affecting on purchasing behavior of sunscreen products in Bangkok and suburb areas.

Abstract

This study aims to find out sun protection behaviors of Thai people and what are the factors affecting purchasing behaviors of sun screen products among Thai consumers in Bangkok and suburb areas. The data were derived from online questionnaires which were randomly distributed and acquired the sample size of 103 respondents. The target respondents are both men and women age between 18 – 60 years old in Bangkok and suburb areas. The findings of this research demonstrate that the demographic factors has significantly impact on purchasing behaviors of Thai consumer in Bangkok and suburb areas especially in age and sex. Besides, the study found that the marketing mix factor (4P) affecting on consumer purchasing behavior in terms of the average spending per capita in one time purchasing.