Model of Marketing for Cause Related Marketing, Value Creation and Consumer Decision on Natural Cosmetic Products
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บทคัดย่อ
The aims to: 1) study on consumers personal factors affecting purchase decision of natural cosmetic products. 2) study the level of consent according to cause related marketing, marketing value creation, purchasing decisions 3) study a model of marketing for cause related marketing that affecting marketing value creation and purchasing decisions. The research conducted by utilizing questionnaires for data collection from consumers that experiences in purchasing products. A total sample group of 400 people. Factors and influences between variables were analyzed by inferential analysis and evaluated by Z-test statistic to justify a hypothesis at a confidence level of 95% The study showed that: 1) 387 participants are female (79.0%), 371 participants aged between 18-38 years (75.7%), 275 people had bachelor’s degree (56.1%), 261 people had monthly income less than 10,000 THB (53.3%), 253 people were students (51.6%), 314 people had experienced according to environmental products between 1-3 years (64.1%). 2) the cause related marketing aspect on decent environmental products had the highest level in the importance of similarities and differences between environmental products and problems (× ̅= 4.09) the model of cause related marketing affecting value creation showed χ2/df = 1.746, df = 20, P = 0.021, GFI = 0.984, RMR = 0.007, RMSEA = 0.039. The illustrated of the model consisted with the empirical data and general merchandises could be apply this study to define the strategies in cause related marketing for natural cosmetic products
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บทความที่จะตีพิมพ์เพื่อเผยแพร่ในวารสารการจัดการธุรกิจ มหาวิทยาลัยบูรพา จะต้องเป็นบทความที่ไม่เคยได้รับการตีพิมพ์เผยแพร่หรืออยู่ระหว่างการพิจารณาเพื่อตีพิมพ์เผยแพร่ในวารสารอื่น ๆ ทั้งนี้ หากพบว่ามีการละเมิดลิขสิทธิ์ ด้วยข้อคิดเห็นที่ปรากฏและแสดงในเนื้อหาบทความต่าง ๆ ให้ถือว่าเป็นความเห็นและความรับผิดชอบโดยตรงของผู้เขียนบทความนั้น ๆ มิใช่ความเห็นและความรับผิดชอบใด ๆ ของคณะบริหารธุรกิจ มหาวิทยาลัยบูรพา สำหรับในกรณีผู้ประสงค์จะนำข้อความในวารสารการจัดการธุรกิจ มหาวิทยาลัยบูรพา ไปเผยแพร่ต้องได้รับอนุญาตจากกองบรรณาธิการวารสารการจัดการธุรกิจ มหาวิทยาลัยบูรพา ตามกฎหมายว่าด้วยลิขสิทธิ์
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