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AN ANALYSIS OF THE FACTORS AFFECTING THE DECISION TO PURCHASE SUNSCREEN PRODUCTS |
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| รหัสดีโอไอ | |
| Creator | Krieng Kitbumrungrat |
| Title | AN ANALYSIS OF THE FACTORS AFFECTING THE DECISION TO PURCHASE SUNSCREEN PRODUCTS |
| Publisher | Pibulsongkram Rajabhat University |
| Publication Year | 2565 |
| Journal Title | Life Sciences and Environment Journal |
| Journal Vol. | 23 |
| Journal No. | 2 |
| Page no. | 345-360 |
| Keyword | Sunscreen products, Sunscreen cosmetic, Distribution and advertising channels, Marketing mix, UV rays |
| URL Website | https://ph01.tci-thaijo.org/index.php/psru/index |
| Website title | Life Sciences and Environment Journal |
| ISSN | 2773-9201 |
| Abstract | The objectives of the research were: 1) to analyze the components of decision making to purchase sunscreen products and 2) to study factors influencing decision making to purchase sunscreen products in Bangkok. Using the data for analyzing and planning to increase sales as a guideline for entrepreneurs' marketing re-strategies. This study is an quantitative research using a survey research method. Descriptive statistics were used to analyze the data including, mean, percentage, and standard deviation, whereas inferential statistics were factor analysis and multiple regression analysis. The results revealed that two factors of the marketing mix affecting the decision to purchase sunscreen products were distribution and advertising channels, as well as product and price factors, respectively. |
