Factors influencing the purchasing intention of consumers to buy cosmetic product in Thailand.

Abstract

As the trend of cosmetic was change, people start to buy cosmetic in order to keep their look young. Apart from that, consumers are attending on brand name of product and social influence which effect to what they decide to purchase or consumer. Even the price tags on those cosmetic products is quite high, people, especially those who earn high income, are willing to pay for them. In this paper, researcher would like to bring out the factors which influence purchasing decision of consumers who decide to select cosmetic and beauty products. There are 2 factors, there are Brand and Social Influence which have impact on purchase intention toward organic food according to many scholars and previous researches. Some of them is very important in the eyes of consumers, but has no correlation on purchase intention at all.