THE INFLUENCE OF CONSUMER BEHAVIOR AND THE SERVICE MARKETING MIX (7PS) ON THE PURCHASE OF COSMECEUTICAL PRODUCTS IN HOSPITALS: A CASE STUDY OF PATHUM THANI PROVINCE
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Abstract
The objectives of this study were threefold: (1) to examine consumers’
opinions regarding consumer behavior based on the Theory of Planned
Behavior (TPB) and the service marketing mix (7Ps), (2) to analyze the
differences in purchasing decisions of cosmeceuticals in hospitals in Pathum
Thani Province when classified by demographic characteristics such as gender,
age, educational level, and income, and (3) to investigate the influence of
consumer behavior according to TPB together with the elements of the service
marketing mix on purchasing decisions of cosmeceuticals in hospitals in Pathum
Thani Province. This research employed a quantitative approach using a questionnaire
as the primary data collection instrument. The sample consisted of 405
consumers who had either purchased or were considering purchasing
cosmeceuticals in hospitals in Pathum Thani Province. A convenience sampling
method was applied. Data analysis was performed using both descriptive
statistics and inferential statistics, including t-test, one-way analysis of variance
(ANOVA), Scheffé’s post-hoc test, and multiple regression analysis.
The findings revealed that consumers’ opinions toward behaviors under
TPB and the service marketing mix were rated at a high level. Certain
demographic characteristics, namely gender, age, and income, showed
statistically significant differences in purchasing decisions. Moreover, consumer
attitudes and perceived behavioral control, as well as elements of the service
marketing mix, particularly process and physical evidence, were found to have
significant influences on purchasing decisions. Notably, the factors of “belief in
product quality” and “repeat purchase decisions” were identified as key
determinants, explaining consumers’ purchasing behavior comprehensively
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References
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