The country of origin value for skincare market in Thailand.

Abstract

The primary purpose of this research was to understand the behavior of Thai consumer toward country of origin of skincare product that “made in Japan” and “made in U.S.A.”, by examining their value of luxury, trust, perceived quality, innovativeness are dependent variables and satisfaction is dependent variable respectively. Describe the different of those two origins with the descriptive statement. Questionnaires were distributed to collect data from 200 Thai respondents at three major areas in Bangkok. The respondents’ value of country of origin were then analyzed by using a principal component analysis. The descriptive statistics used in this study were percentages, means, and standard deviations whereas hypothesis testing used regression model to see the significant level between the variables. The majority of respondents were female, 20-30 years old, single, had monthly incomes between 15,000-35,000 THB, all graduated with a bachelor degree, and were Asian. The result shows that when Thai customers bought Japanese skincare product origin, they concerned trust element, perceived quality and luxurious perception towards satisfaction significantly. While when they bought an American product, only trust could influence customer satisfaction level significant