The motivation factors towards Thai people obsessed with beauty.

Abstract

The purpose of this research needed to explore the insight why individual chose to be regular users for dietary supplement and undergo cosmetic procedures at aesthetic clinics. The research used a qualitative approach, in-depth interview method with 10 respondents who were the strong users for medical-related beauty products. The finding indicated factors that affected the buying decision for those products including perceived beauty advantage, attracting the opposite gender, self-esteem and social relationship, media influence, and cultural and social influence, youthful look and fast response procedures. In addition, the result showed the reasons behind their buying decision that were very complicated. Each person could be influenced by multiple factors. It was an individual interest and related with the past experiences of each respondent.

KEY WORDS: Beauty obsession / Cosmetic procedures / Vitamins and dietary supplements/ plastic surgery / buying decision