THE STUDY OF THE MARKETING MIX AND PURCHASE INTENTION ON ACNE PRODUCTS IN Y-GENERATION

Abstract

Nowadays, there are some evidence of the increasing number of people who experienced with acne from wearing a mask, while there is the higher demand on acne products. The acne market expansion can be highly competitive. The target of this study is generation Y since they are the largest consumption group in the market that often experienced with acne. The study has explored on the purchasing intention and purchasing behavior of those in generation Y who has experienced with acne This research aims to the 4Ps marketing mix; product, price, place, promotion, and brand image, is related to the purchase intention of customers on acne product. This research adopted questionnaires target on 400 generation Y in Bangkok who experienced with acne and used to purchase acne products in the past 3 months. The data was analyzed by SPSS software using frequency, percentage, mean, standard deviation, Pearson correlation coefficient, and multiple linear regression analysis. The findings of this research shows that the overall of marketing mix is at agree level. It found the score shows the highest value is product, followed by place, promotion, and price, respectively. The overall of brand image and purchasing intention are at agree level. In addition, the result indicates that brand image, convenient places, and promotion have positive influence on purchase intention of generation Y customers on acne products. The brand image is the most important factor, followed by convenient places factor, and promotion factor, respectively.