FACTORS INFLUENCING COSMETICS PURCHASE DECISIONS IN CONVENIENCE STORES IN CHANTHABURI PROVINCE

Abstract

This study aimed to compare cosmetics purchase decisions among consumers at convenience stores in Chanthaburi Province across demographic groups, examine the predictive relationships between the service marketing mix and purchase decisions, and propose marketing recommendations for retailers. A cross-sectional survey was conducted using purposive sampling to recruit 400 consumers who had purchased cosmetics at convenience stores in Chanthaburi Province. Data were collected using a questionnaire and analyzed using percentages, means, standard deviations, one-way analysis of variance, and stepwise multiple regression. The results showed that the overall service marketing mix was rated at the highest level (M = 4.36, SD = 0.721), with mean scores across its seven dimensions ranging from 4.30 to 4.38. The overall purchase decision score was also at the highest level (M = 4.34, SD = 0.758), with the item concerning price and quality considerations receiving the highest mean score. Purchase decisions did not differ significantly by gender, age, educational attainment, or monthly income (p >.05). The regression analysis revealed that promotion (β = .325), physical evidence (β = .316), product (β = .125), process (β = .116), and price (β = .103) were significantly and positively associated with purchase decisions (p <.05). Together, these variables explained 87.1% of the variance in purchase decision scores (R² = .871; adjusted R² = .870). Place and people were not selected for inclusion in the final regression model. These findings suggest that retailers should prioritize promotional activities and the in-store environment, alongside product development, appropriate pricing, and service processes, to support consumers’ purchase decisions.

Keywords: Purchase Decisions, Cosmetics, Convenience Stores, Service Marketing Mix