Buying decision on cosmetic products of consumers in Bangkok through beauty blogger

Abstract

The purpose of this research is to study demographic characteristics towards buying decision on cosmetic product of consumers in Bangkok. The Research also involves in studying behavior of consumers to purchase the cosmetic product via beauty blogger. The methodology through questionnaire is a primary and qualitative research methodology through in-depth interview is supportive. The data is collected from 400 samples, whose age are more than 18 years old, and 9 key informants from 5 areas. The research found that the demographic majority of respondents are female, aged between 18-30 years old, Bachelor’s degree, and single. Their monthly income are less than 10,000 baht. The evaluation of alternative, selection, post-evaluation, problem recognition, and information gathering mostly affect the buying decision respectively. The research also reveals that occupation affects the buying decisions, especially business owners because of either their higher income of their beauty concern.