A STUDY OF MARKETING MIX FACTORS AFFECTING THE PURCHASE DECISION OF SHOWER CREAMS AMONG THE LGBTQ COMMUNITY IN THAILAND
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Abstract
This research aimed to: (1) examine the marketing mix factors, purchasing behavior, and purchase decision-making of shower cream products among the LGBTQ population in Thailand; (2) investigate demographic factors and the marketing mix (4Ps) influencing purchasing behavior; and (3) analyze demographic factors and the marketing mix (4Ps) affecting purchase decisions of shower cream products among LGBTQ consumers in Thailand.
The researcher conducted a comprehensive review of both international and domestic literature to develop the conceptual framework of the study. The independent variables consisted of demographic factors, including gender, age, income, occupation, and marital status, as well as the marketing mix (4Ps). The dependent variables included purchasing behavior and purchase decision-making regarding shower cream products. The sample population comprised consumers who use shower cream products in Thailand. Data were collected specifically from respondents within the shower cream market, focusing on the Beauty segment.
1) The study on marketing mix factors, purchasing behavior, and purchase decision-making of shower cream products among the LGBTQ population in Thailand found that fragrance is the primary factor influencing their purchase decisions. Scent plays a significant role in enhancing consumers’ confidence and allowing them to express their true identity. The second most influential factor is marketing activities, such as “Buy 1 Get 1 Free” promotions and festival-based campaigns, particularly events like the Bangkok Pride Festival, which is recognized as one of the largest gatherings of the LGBTQ community in Thailand.
2) The study examining demographic factors and the marketing mix (4Ps) influencing the purchasing behavior of shower cream products among the LGBTQ population in Thailand found that Thailand’s declining birth rate, combined with increasing social openness toward gender diversity, has contributed to the growth of the LGBTQ community. This expansion has strengthened their economic influence and role in driving Thailand’s economy. Furthermore, LGBTQ consumers tend to embrace a lifestyle centered on happiness and self-expression, and they demonstrate strong support for products and services specifically designed to meet the needs of their community.
3) The study examining demographic factors and the marketing mix (4Ps) influencing the usage behavior of shower cream products among the LGBTQ population in Thailand found that the LGBTQ community has experienced significant and rapid growth. As a result, businesses and service providers have increasingly focused on understanding the purchasing and consumption behavior of LGBTQ consumers.
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References
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