The factors that influence Thai customers' buying behavior of cosmeceutical products.

Abstract

Nowadays people are more concerned about their appearance, people then seek for a kind of product that is not harmful but can help improve their skin appearance and health cosmeceuticals have become more popular This research aims to find out what are the factors that influence Thai consumers’ buying behavior of cosmeceutical products. This research adopted questionnaires target on Thai people age between 18-60 and collected total of 99 respondents. The findings of this research shows the high percentage on influencers, price is the factor Thai people concern the most followed by product, promotion and place respectively. And for planned behavior; perceived behavioral control is the factor Thai people agree that it is the most affected important on how they intend to purchase cosmeceutical products once they know that they can afford the product, followed by Attitude toward the product and Subjective Norms, respectively.