FACTOR THAT INFLUENCES PURCHASE INTENTION TOWARDS BEAUTY PRODUCTS AT MULTI-BRAND BEAUTY STORE IN BANGKOK

Abstract

The cosmetic market is growing during this year. Nowadays, there are new customers group who have different needs from the past. The cosmetic retail business has the opportunity to expand its growth into a new business model, multi-brand beauty stores. That has played a big role in the present because it can respond to the needs of customers fully within a single place. It also creates the ability to compete with competitors. Therefore, this study aims to identify factors that influence purchase intention towards beauty products at multi-brand beauty stores in Bangkok. In this study, 103 who lived in Bangkok had experience in buying products from multi-brand stores. The research found that from all responses. The question with the highest average was comprehensive coverage of beauty products in all categories influences the purchase intention of beauty products in multi-brand beauty stores. This question is related to the product variety factor. This mean customers give importance to the selection of a variety of products all in one place and convenience in purchasing for this store type. In addition, when using regression analysis. It also found that the word-of-mouth factor also the most influenced purchase intention. Therefore, the use of word-of-mouth can not be avoided or product review in marketing strategies.