Marketing and Packaging Factors That Influence Thai Airways Air Hostesses’ Purchasing Decisions of Cosmetics

Abstract

The objectives of this research were to 1) study the marketing factors affecting the decision to buy cosmetics of female flight attendants on Thai Airways, 2) study the consumer behavior factors influencing the decision to buy cosmetics of female flight attendants on Thai Airways, and 3) study the packaging-design influence on the decision to buy cosmetics of female flight attendants on Thai Airways. A questionnaire was used as a tool to collect data from a research population of 400 people. The statistics used were descriptive statistics, inferential analysis statistics, and Pearson’s correlation coefficient. The research findings showed that 1) for consumer behavior factors in terms of marketing mix, price was given the highest importance (= 4.55), followed by product (= 4.28), promotion ( = 4.23), and distribution channels ( = 4.20); 2) for consumer behavior factors, buyer response and buyer characteristics (psychological factors) were given the highest level of importance ( = 4.39); 3) for the image and brand factors in purchasing cosmetics, brand reliability and certification from the Food and Drug Administration had the highest influence on decision-making ( = 4.34), and 4) for the influence of package on purchasing cosmetic, the cosmetic packaging shape had the highest influence on decision-making ( = 4.35). The results of the hypothesis testing indicated that personal characteristics in terms of education level, consumer behavior factors in terms of marketing mix, consumer behavior factors, and brand image factors had a positive relationship with the influence of cosmetic packaging at a statistical significance level of 0.05. The research results also provided information on future consumer needs as well as guidelines for improving entrepreneurs’ products to truly meet consumer needs and create more value for the products.