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PURCHASE OF COSMETIC PRODUCTS: A STUDY OF FACTORS INFLUENCING NARESUAN UNIVERSITY GRADUATE STUDENTS’ PURCHASE BEHAVIOR

SANITPONG SAITHIP CHUNHAPAK

MOUNGTHONG PAMITTASIL UNGTAWORNDEE

An Independent Study Submitted in Partial Fulfillment of the Requirement for the Master of Business Administration Degree (International Program) May 2008 Copyright 2008 by Naresuan University

The independent study entitled “Purchase of Cosmetic Products: A Study of Factors Influencing Naresuan University Graduate Students’ Purchase Behavior”, submitted in partial fulfillment of the requirements for the Master of Business Administration Degree in Business Management is hereby approved.

…………………………………………… (Srisuda Chongsithiphol, D.B.A) Advisor

…………………………………………… (Srisuda Chongsithiphol, D.B.A.) Director, Bangkok Academic Center Naresuan University May 2008

ACKNOWLEDGEMENT
We are deeply grateful to Associate Professor Doctor Srisuda Chongsithiphol for her invaluable advice and her patient proofreading towards the completion of this independent study. Furthermore, we also sincerely thank Assistant Professor Doctor Suthinun Promsuwan for his kindness in writing concept proofing. We would also like to extend our sincere thanks to all committees for their helpful correction of this paper and their suggestions for the accomplishment of the independent study. Their ideas are so useful that this independent study becomes more helpful to those who might want to extend or do a similar study. Additionally, we would like to thank those whose names are not mentioned here but have greatly inspired and encouraged us until this independent study comes to a perfect end.

Chunhapak Saithip Sanitpong

Ungtaworndee Pamittasil Mungthong

Title

Purchase of Cosmetic Products: A Study of Factors Influencing Naresuan University Graduate Students’ Purchase Behavior

Author

Chunhapak Ungtaworndee, Saithip Pamittasil, Sanitpong Mungthong

Advisor Type of Degree

Srisuda Chongsithiphol, Ph.D. Independent Study MBA. in International, Naresuan University, 2008

Key words

Purchase, Cosmetic

ABSTRACT
The purpose of this research was to study the factors influencing purchase behavior for cosmetic products. The specific purpose was based on factors that affect consumer behavior of purchasing. There were 3 steps to the study: (1) Data collection (2) Data analysis (3) Summary. The quantitative study consisted of 271 respondents of questionnaires. The SPSS for windows was performed to analyze basic statistics. The research results indicated that there are relationships between gender, brand, and price. Moreover, there are relationships between income and brand.

LIST OF CONTENT
Chapter Page

IAAINTRODUCTION…………………………………………………. Rationale of the Study……………………………………...………... Purpose of the Study…………………………………...…………..... Significance of the Study………………...…………………………... Scope of the Study…………………………...………………………. Basic Assumption……………………………...…………………….. Definitions of Terms…………………………..…………………….. Hypotheses…………………………………..………………………..

1 1 1 1 2 2 2 4

IIAALITERATURE REVIEW………………….…………….………... aaaThe Meaning and General Characteristics of Cosmetic aaa aaaaaaProducts…………………………………………………..……..…. aaaCosmetic Market in Thailand……………………...……..…………… aaaMain Product in the Market……...………………………..………...... aaaMarketing Mix…………………………….………………..………… aaaResearches……………………………………………………………..

5

5 8 17 24 35

IIIAAMETHODOLOGY………….…………………………………… aaaPopulation and Sample………………………….………………….... aaaResearch Instrument…………………………………………………... aaaData Collection……………………………………………………...... aaaAnalysis of Data……………………………………………………….

40 40 41 41 41

LIST OF CONTENT (CONT.)
Chapter Page

IVAARESULTS…………………………………….………………………… Part I Data Analysis on Respondents’ Personal Information…...... Part II Data Analysis on Consumer Behavior…………………......

43 44 59

VAACONCLUSION AND RECOMMENDATIONS………...…………... Findings…………………………………………….……………......
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