Marketing Factor Affecting Consumers’ Decision to Buy Five’s moisturizer in Vientiane Capital

ທ້າວ ພຸດທະສິນ ສຸລິຍະວົງໃສ ແລະ ນາງ ເກດສະລິດາ ສຸກສະຫວັດ.

Abstract The study titled "Marketing Factors Affecting Consumers' Decision to Buy Five's Moisturizer in Vientiane Capital" aims to: 1) investigate the purchasing behavior of consumers in Vientiane Capital towards Five's Moisturizer products, 2) identify the marketing factors influencing consumers' purchasing decisions, and 3) compare the importance level of perceptions by gender, age, education, occupation, and income in the purchase of Five's Moisturizer products. This quantitative research surveyed 385 consumers in Vientiane Capital using a questionnaire for data collection and employed descriptive statistics, including frequency, percentage, mean, and standard deviation, for data analysis. Hypotheses were tested using T-test statistics and One-Way ANOVA. The results revealed that most consumers are female, under 18 years old, hold a bachelor's degree, are students, single, have an average monthly income of less than 1,700,000 kip, and were introduced to the product via TikTok. The primary factors influencing their decision to purchase the product include personal decision-making, a usage duration of less than 3 months, and the product being organic. On average, consumers spend 69,000 kip per purchase. The comparison of the importance levels of marketing mix factors influencing the decision to purchase Five's Moisturizer products by individual factors showed that gender and education level significantly influence the decision-making process. These differences were statistically significant at the 0.05 level