Factors that influence Thai women to purchase private label brand of skincare products.

Abstract

Thai cosmetics and personal care market especially in Bangkok has been growing rapidly. Thai women, moreover, have high level of interest on beauty and skincare products. There is a chance to grasp the opportunity in doing business about private label brand of skincare products. It is remarkable to apprehend the factors that influence Thai women to purchase private label brand of skincare products in order to execute business plan to be succeed. The study was tested hypotheses of the influencing factors based on price, quality, and brand consciousness, power of influencers, distribution channels, package, and country of origin. The study was targeted at Thai women aged between 20-35 who living in Bangkok as the respondents and completed the questionnaire translated into Thai. The hypotheses were tested by correlation and regression analysis. The research findings revealed that price consciousness, distribution channels, country of origin, and quality consciousness have an impact on Thai women’s purchasing decision towards private label brand of skincare products respectively.