Main Article Content
This research aimed to examine the demographic characteristics that are correlated with the satisfaction of buying imported Japanese cosmetics and how the marketing mix factors influenced the consumers’ buying behavior of imported Japanese cosmetic products. The sample used in this study was 400 women in Pathum Thani province. Primary data were collected by using online questionnaires. The findings showed that most of the respondents were aged between 20-24 years old, hold a bachelor's degree, work in the private sector and were earning an income of between 10,000 to 20,000 baht per month. Most of them usually bought 1-2 Japanese cosmetic products every 6 months. The respondent's expenses on imported cosmetic products was between 500-1,000 baht per purchase. The most popular brands among respondents were Shiseido and MAQuill Age to increase self-confidence. The information was mostly from the internet. The results revealed that most of the personal factors included a consideration of time the purchasing periods and the volume of purchases. In terms of education level, it was correlated to consumers’ buying behavior of Japanese cosmetics in Pathum Thani province. The demographic factors influenced the buying behavior of imported cosmetic products in all aspects: product selection, location selection, time of buying, and buying quantity, at 0.05 statistically significant level. However, education level did not have a significant impact on the product selection and location selection.