FACTORS AFFECTING THE DEVELOPMENT OF CAPABILITIES OF THE ENTREPRENEURS SELLING HERB-BASED COSMETICS PRODUCTS IN BANGKOK AND VICINITY AREAS

Abstract

The objectives of this research were 1) To study the level of capability development of the entrepreneurs selling herb-based cosmetics products in Bangkok and vicinity areas and 2) To examine the factors influencing the development of capabilities of the entrepreneurs selling herb-based cosmetics products in Bangkok and vicinity areas. The research data were collected through questionnaires distributed to 394 entrepreneurs selling herb-based cosmetics products in Bangkok and vicinity areas. The statistical analysis techniques including the frequency, percentage, mean, standard deviation, and multiple regression analysis were used. The research findings revealed that 1) The overall level of capability development of the entrepreneurs selling herb-based cosmetics products in Bangkok and vicinity area was at the higher level entirely and in each aspect in terms of increasing new customer groups, increasing business value, international standards compliance, and customer loyalty, respectively. 2) The factors of strategic management, business environment, marketing strategies, and internal environment significantly influence the development of capabilities of entrepreneurs selling herb-based cosmetics products in Bangkok and vicinity area, accounting for 68.9%.