A Study of Consumers’ Purchase Intention toward Organic Cosmetic Products in Bangkok

Abstract

The objectives of this research were: 1) to study the purchasing intension towards organic cosmetic products of consumers in Bangkok and 2) to compare the purchasing intension towards organic cosmetic products of consumers in Bangkok classified by gender, age, income, occupation and education. The sample of this quantitative research consisted of 400 people living in Bangkok. The sample size was determined according to the table of Krejcie and Morgan (1970) with a margin of error of 5% through a purposive sampling method. The research tool included a five Likert scale-questionnaire. Data were analyzed by frequency, percentage, mean, standard deviation, t-test independent, and One-Way Analysis of Variance (ANOVA). The results showed that: 1) the purchasing intention towards organic cosmetic products of consumers in Bangkok was at the highest level on average. 2) The comparison of the purchasing intention towards organic cosmetic products of consumers in Bangkok classified by gender showed no statistically different. whereas age, occupation, income, and education showed statistically significant differences at the .05 level. The findings suggest that businesses and organic cosmetic entrepreneurs should focus on developing distinct marketing strategies and communications tailored to specific target segments. In particular, product design, pricing, and distribution channels should be aligned with the different age groups, occupations, and income levels to meet their unique demands. Future research should conduct in-depth studies on the marketing mix (4Ps) and service marketing mix (7Ps) factors influencing specific target groups.