Analysis of Facial Cosmetic Surgery Behavior and Motivation of Generation Z Consumers in Khon Kaen Province

Abstract

This research aims to examine and analyze the behavior and motivations of consumers seeking facial cosmetic surgery and to propose marketing planning for beauty businesses that align with the behaviors of Generation Z consumers in Muang District, Khon Kaen Province. The study involved distributing questionnaires to 400 consumers and conducting structured interviews with 12 consumers. The results showed that most facial cosmetic surgery consumers are female, aged between 21 and 23, with a monthly income of 15,001-20,000 Baht. Popular non-surgical cosmetic procedures include laser treatments for skin clarity, Botox, and Pico for acne scars, while popular surgical procedures include rhinoplasty, lip augmentation, and chin enhancement. The most significant motivations include the desire to boost self-confidence, the credibility and expertise of the doctors, reasonable prices in relation to quality and service, safety standard certifications, and consultations provided by doctors both before and after the procedures. Consumers typically seek information and consider the reputation and reliability of the hospital or beauty clinic, the surgeon's expertise, and the appropriateness of costs relative to the services and quality received through online media. They often compare results with their expectations before receiving the services. Those who have undergone facial cosmetic surgery express a desire for additional services in the future and are willing to recommend and share their experiences with others seeking advice.