MARKETING COMMUNICATION STRATEGIES INFLUENCING COSMETICS BUYING DECISION OF MEN IN THAILAND

Abstract

This study was a mixed methods research through qualitative and quantitative research. For qualitative research, the sample group was Consumer Engagement Manager of male cosmetic products ‘Clinique for Men’. Data were collected by In-depth Interview. The interview was used as the tool for data collecting. For quantitative research, the sample group was the 400 consumers, who used to buy or to use male cosmetic products. Data were collected by questionnaires. Statistical methods used were descriptive statistic: frequency, percentage, mean and standard deviation. The results could be concluded as follows: 1. Male cosmetic products used online media marketing communication strategy such as Facebook, Twitter, Youtube and Instagram. Male cosmetic products use influencer to communicate marketing. 2. The tools of marketing communication of male cosmetic products were advertisement, public relations and sales promotion. 3. Marketing communication factor of male cosmetic products found that the interesting advertisement with information showing the benefit of the product, the special events, the product sales, the product order from the internet, the impressive service, the charity event or event for public, the supporter of special events such as concert, sport or other competitions and social media marketing influencing purchasing decision of male cosmetic products.