THE PURCHASE CRITERIA OF FACIAL SKINCARE PRODUCTS AMONG THAI FEMALE CONSUMERS IN BANGKOK

Abstract

The objective of this research is to explore the facial skincare purchase criteria among female consumers in Bangkok who are the main customer target of beauty industry in Thailand. This research is qualitative research with exploratory nature which primary data was obtained through in-depth interview and secondary data was from online credible sources. The purchase criteria were focused on extrinsic cues referring to five variables consisting of user reviews, influencers, country of origin, brand reputation, and price signaling. These five variables were studied to be the potential purchase criteria among respondents. The result of this study shows that user reviews, influencers, country of origin, brand reputation, and price signaling have significant effects on consumers’ purchase decision and are the criteria that consumers have during evaluating facial skincare product choice. Surprisingly, new factor was found which was skin doctor reviews. For recommendations, the company must keep maintaining brand reputation and intrinsic cues in order to stimulate the good user reviews. New factor found has a potential to contribute to user reviews, therefore company should consider skin doctor reviewing product as well. Moreover, company should set specific timeline and follow up to influencer advertising method and product using so as to show that product is really being used by influencers and gain benefit from social influence. Lastly, conveying the right information to the right target is also recommended to company to take advantage of product country of origin story.