A Survey on Popular Counter Brand Cosmetics of People

Abstract

This research aimed to survey the selection of buying on popular counter brand cosmetics of people. The sample was 400 participants, aged 20 years or more, who utilized counter brand cosmetic in Thailand. The primary data was collected from online questionnaire in Google forms. The data analysis was descriptive statistics by frequency, percentage, mean, and standard deviation. The results showed most of participants were females (92.50%), aged between 20-30 years old (66.25%), a bachelor’s degree (72.25%), worked in private sector (31.25%), and earned an income 15,000-30,000 Baht per month (35.00%). Most of them bought cosmetic counter brands for skin care. The most purchased counter brand cosmetic was Biotherm (9.75%), followed by Clarins (8.50%), Estee Lauder (8.00%), Bobbi Brown (7.75%), and Kiehl's (7.50%). The main reason for choosing counter brand cosmetics was the products have been a good quality (57.50%). The maximum cost of each purchase was 1,000-5,000 Baht (66.50%). The most average satisfaction score in each marketing mix factors as follow: the products had a quality and standard (mean 4.75 ± 0.47). The product performance had effective results (mean 4.65 ± 0.54). In terms of price, it was suitable for the quality of product (mean 4.47 ± 0.67). Regarding to the place, cosmetics with varied distribution was concerned (mean 4.39 ± 0.78). For marketing promotion, the most satisfying was a marketing promotion attracted attention (mean 4.38 ± 0.78). The results could be a guideline for business entrepreneurs and people interested in beauty business to develop marketing strategies responded to consumer satisfaction.