marketing mix (7ps) toward consumer decision of …
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MARKETING MIX (7PS) TOWARD CONSUMER DECISION OF USING
BEAUTY CLINIC: CASE STUDY OF TEENAGE CONSUMER
DECISION MAKING OF USING BEAUTY CLINIC
AROUND BURAPHA UNIVERSITY
SASIKARN PONSAWAT
AN INDEPENDENT STUDY SUBMITTED IN PARITTED IN
PARTIALFULFILLMENT OF THE REQUIREMENTS FOR
THE MASTER OF BUSINESS ADMINISTRATION
(INTERNATIONAL PROGRAM)
GRADUATE SCHOOL OF COMMERCE
BURAPHA UNIVERSITY
JULY 2016
COPYRIGHT OF BURAPHA UNIVERSITY
ACKNOWLEDGEMENT
The author is grateful to thank Dr. Nont Sahaya for his invaluable advice
and his patient proofreading towards the completion of this independent study.
Furthermore, I also sincerely thank Dr. Supasit Lertbuasin, Dr. Sawitree Bintasin and
Dr. Malai Kornkeuwsomneuk for their kindness in useful suggestion to complete this
independent study.
I would also like to extend my sincere thanks to Dr. Krit Jarinto, Dr. Teetut
Trisirichod and Dr. Sakchai Chanruang for their helpful suggestions and correction on
the questionnaire. Their ideas are so useful that this independent study become more
helpful for beauty clinic strategy in personnel.
Special thanks go to the owner of beauty clinic, managers, and staffs of all
clinics around Burapha University and Burapha University students which gave their
very kind and informative answers to the questionnaires.
Additionally, unforgettable thanks to all my MBA Inter14 friends, especially
to Ms. Supaporn Tapolngam and Ms. Phatchara Boonanun who always giving me the
best support for finish study. I would like to thank those whose names are not
mentioned here but have greatly inspired and encouraged me until this independent
study comes to the end.
Sasikarn Ponsawat
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57740006: MAJOR: BUSINESS ADMINISTRATION; M.B.A.
(INTERNATIONAL PROGRAM)
KEYWORDS: MARKETING MIX/ CONSUMER DECISION BEHAVIOR/
BEAUTY CLINIC
SASIKARN PONSAWAT: MARKETING MIX (7PS) TOWARD
CONSUMER DECISION OF USING BEAUTY CLINIC. ADVISORY
COMMITTEE: NONT SAHAYA, Ph.D. 57 P. 2016.
The purposes of this independent study were to examine relationships
between marketing mix factors towards decision selecting beauty clinic in teenage
population.
The samples used in this independent study are teenage who used a beauty
clinic both male and female student 300 samples in Burapha University with values of
0.938 and reliable detection accuracy of a panel of the experts. As a tool to collect
data. The statistics used in data analysis is primarily descriptive statistics were
percentage, mean, standard deviation. And citation statistics were used to test the
hypothesis that the significance level of 0.05 is the Pearson chi-square analysis and
Multiple Regression Analysis.
The results are the most important reason to use the service to solve the skin
problem like acne and melasma. Each marketing mix factors affecting the decision to
adopt a beauty clinic, what factors presented by the side of things, physical evidence
and people affect the decision for most beauty clinics, followed by the product,
process, price, place and promotion respectively.
CONTENTS
Page
ABSTRACT ………………………...……………………………………………. iv
CONTENTS .……………………………………………………………………... v
LIST OF TABLES ………………………………………………………………... vii
LIST OF FIGURES………………………………………………………………... ix
CHAPTER
1. INTRODUCTION………………………………………………………….… 1
Background and significant of the study……………………………….… 1
Objective of the study……………………………………………….….... 3
Expected benefit………………………………………………………..... 4
Definitions…………………………………………….............................. 4
Conceptual framework……………………………………...................... 4
Hypothesis……………………………………………………………….. 5
2. LITERATURE REVIEWS……….………………………………………..... 6
Consumer behavior……………………………………………………… 6
Consumer behavior analysis…………………………………………….. 8
Service marketing mix theory………………………………………........ 9
Decision making concept and theory…………………………………..... 12
Related studies………………………………………………………...... 13
3. RESEARCH METHODOLOGY…………………………………….…...... 17
Population and samples…………………………………………………. 17
Research instruments………………………………………………….. 17
The method of quality checking on research instruments…………........ 19
Data gathering…………………………………………………………... 20
Data analysis…………………………………………………................. 21
4. RESULTS…………………………………………………………….…….. 22
Part1 General information………………………………………..…….. 23
Part2 Consumer behavior information of using beauty clinic around
Burapha University………………………………………………. 25
VI
CONTENTS (CONTINUE)
CHAPTER Page
4. RESULTS
Part3 The information about the 7Ps that influenced customers’decision
to choose the beauty clinic………………………………....…...... 37
Part4 The information about decision making before use the beauty
clinic…………………………………………………………….... 43
Part5 Hypothesis testing result...……………………………..………… 44
5. CONCLUSION AND DISCUSSION…………….………………………. 55
Conclusion……………………………………………………………... 55
Discussion………………………………………………………..……. 58
Business strategy from this research………………………………….. 58
Recommendation for further research………...……………...………... 59
BIBLIOGRAPHY………………………………………………………………… 61
APPENDIX……………………………………………………………………..... 63
BIOGRAPHY…………………………………………………………………….. 76
VII
LIST OF TABLES
Table Page
1-1 Consumer behavior analysis………………………………………………… 8
2-2 Number of quota sampling…………...………………………………........... 18
3-3 Scoring Questionnaire……………………………………………................ 19
4-4 Averaging score with interpreting………………………………………..... 19
4-1 Reliability result of questionnaires…………………………………………. 22
4-2 Number and percentage of samples separate by gender……………………. 23
4-3 Number and percentage of samples separate by age……………………….. 23
4-4 Number and percentage of samples separate by income per month………... 24
4-5 Number and percentage of samples separate by beauty clinic they knew or
used to have service…………………………………………………..…..... 25
4-6 Number and percentage of samples separate by their reason of choosing…... 26
4-7 Number and percentage of samples divided by the regular of using clinic….. 27
4-8 Number and percentage of samples separated by their satisfaction of using
service at beauty clinic…………………………………………..........…….. 27
4-9 Number and percentage of samples separated by objective of using beauty
clinic………………………………………………………………………... 29
4-10 Number and percentage of samples separated by frequency of visited beauty
clinic……………………………………………………………………….… 29
4-11 Number and percentage of samples separated by day of visiting beauty clinic 29
4-12 Number and percentage of samples separated by period of time of having
service at beauty clinic……………………………………………………... 30
4-13 Number and percentage of samples divided by payment method……........... 30
4-14 Number and percentage of samples divided by average cost of one time
using beauty clinic………………………………………………….…......... 31
4-15 Number and percentage of samples divided by whom taking care of expense
when using beauty clinic……………………………………………….…... 31
4-16 Number and percentage of samples divided by type of payment for beauty
clinic………………………………………………………………….…… 32
VIII
LIST OF TABLES (CONTINUE)
Table Page
4-17 Number and percentage of samples divided by the influencer for making
decision to using service at beauty clinic………............................................ 32
4-18 Number and percentage of samples divided by companion their came with
while visiting beauty clinic…………………………………………………. 33
4-19 Number and percentage of samples divided by beauty clinic they have
been visited………………………………………………………………….. 33
4-20 Number and percentage of samples divided by media that they found
information of beauty clinic…………………………………………...….... 34
4-21 Number and percentage of samples divided by the way decide to use service
at beauty clinic………………………………………………..……………. 34
4-22 Number and percentage of samples divided by their behavior of visiting
beauty clinic…………………………………………………………….…... 35
4-23 Number and percentage of samples divided by reason they came to beauty
clinic…………………………………………………………...……………. 35
4-24 Number and percentage of samples divided by management system of
beauty clinic they choose………………………………………… ………. 36
4-25 Number and percentage of samples divided by their decision of visiting
clinic at the next time…………………………………………………........... 36
4-26 Number, percentage, mean and standard deviation of product factor……...... 37
4-27 Number, percentage, mean and standard deviation of price factors…………. 38
4-28 Number, percentage, mean and standard deviation of place factors………… 39
4-29 Number, percentage, mean and standard deviation of promotion factors...… 39
4-30 Number, percentage, mean and standard deviation of people factors……….. 40
4-31 Number, percentage, mean and standard deviation of process factors…..…. 41
4-32 Number, percentage, mean and standard deviation of physical factors…….. 42
4-33 Number, percentage, mean and standard deviation of decision making……. 43
4-34 Result of MRA analysis of Hypothesis1……………………………………. 45
4-35 Result of ANOVA Hypothesis1………..………………………………......... 46
IX
LIST OF TABLES (CONTINUE)
Table Page
4-36 Result of Coefficients Hypothesis1.………………………………...…....... . 46
4-37 Result of MRA analysis hypothesis 1.1…………………………..….……… 47
4-38 Result of MRA analysis hypothesis 1.1…………………………………….. 47
4-39 Result of coefficients hypothesis 1.1 …………………………………….... 48
4-40 Result of MRA analysis hypothesis 1.2…………………………………..… 48
4-41 Result of ANOVA hypothesis 1.2 ………………………………………..… 49
4-42 Result of Coefficients hypothesis 1.2 …………………………………..….. 49
4-43 Result of MRA analysis hypothesis 1.3 …………………………………..... 50
4-44 Result of ANOVA hypothesis 1.3 ……………………………………….... 50
4-45 Result of Coefficients hypothesis 1.3 …………………………………...….. 51
4-46 Result of MRA analysis hypothesis 1.4…………………………………..… 51
4-47 Result of ANOVA hypothesis 1.4 ………………………………………..... 52
4-48 Result of Coefficients hypothesis 1.4……………………………………..... 52
4-49 Result of MRA analysis hypothesis 1.5…………………………………..… 53
4-50 Result of ANOVA hypothesis 1.5 ………………………………………..... 53
4-51 Result of Coefficients hypothesis 1.5…………………………………..…… 54
4-52 Hypothesis testing results ………………………………………………..… 55
X
LIST OF FIGURES
Figure Page
1. The number of beauty clinic in Thailand during Year 2010-2015…………. 1
2. Pie graph illustrate segmentation of beauty clinic in Thailand……….……. 3
3. Conceptual Framework of the study……………………………………….. 4
CHAPTER 1
INTRODUCTION
Background and significant of the study The growth of beauty market with total capitalization around 20,000 million
baht (Setharuk, 2015) still continuously, because consumer behavior in present day
pay attention at value of appearance and beauty more than the previous. Moreover in
term of beauty, consumers prefer to receive counseling from medical professionals
and healthcare professionals. Not just only come and buy the beauty products like
before. Most people want to ensure the safety and reliability of services and
products that guide the way to the beauty clinics. They have to launch the new
strategy and new innovations to feed customers’ need. The main problem that bring
customer to beauty clinic is skin problem. Whitening solution is most popular for Thai
teenager, this kind of trend came from Japan and South Korean.
116,088 121345 126865 128743 133,562 139,765
2010 2011 2012 2013 2014 2015
number of beauty clinics in Thailand
Figure 1 compare the number of beauty clinic in Thailand during Year 2010-2015
From the 2010 Business Trade and services survey whole kingdom, National
Statistical office, Ministry of Information and communication technology. Revealed
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that number of establishment beauty clinic are 116,088 clinics, while in the 2015
growing up to 139,765 clinics (20% growth), that mean these kind of service become
more popular than before.
Customers can be define into 2 groups;
1 Selves selection: around 70% of all, customer can find product on their
own in several way, this group will growth not more than 10% in 2015
2 Customers that need safety and reliability in the product that will take care
of them. This kind of customers will need recommendations from professional or skin
specialty: around 30% of all.
Not only the market that growth continuously, the trend is also obviously
that the customer group that need safety and reliability of beauty product have
changed from high class customers to middle class customers. That kind of trend
effect to the penetration of beauty clinic to expand market to rural area and also adapt
the strategy for each branches (Kummalapruek, 2014)
The competitiveness of beauty service business is highly competitive due to
the new comer operators into the market. And competition from hospital operate.
Each operators try to increasing its branches and adopting new methods for treatment
and also push marketing strategy and advertisement to impact the target customers.
Wuttisak clinic focus more on beauty customers than facial treatment
customers. While Nitipon clinic (almost same strategy as Rajdhevee clinic) focus on
facial treatment more than beauty booster (chonwatta, 2013).
Present day, Acne clinic and beauty clinic have very high competition.
There are around 10 famous and popular clinics that penetrate the branches more than
400 branches all over Thailand. From original that pay attention only on female
customers, today all beauty clinics focus on male customer also. Not only people in
working age, but teenager seems to come to beauty clinics much more than before
(see from the long queue in popular clinics) to make the acne treatment, minor
surgery. The teenager have not high purchasing power, but volume (per head) are
very high (Sithiluck, 2012)
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28%
17%5%7%
26%
17%
branches
Wutthisak
Nitipon
Pornkasem
Rajdhevee
MorMounchon
Medicare
Figure 2 Pie graph illustrate segmentation of beauty clinic in Thailand (National
Statistical of Thailand, 2015)
Since joined the part of ASEAN 2015, Thailand is an emerging country for
economic growth that include beauty market. Thai business community is aiming for
is the expansion of investment abroad and with this such opportunity, Wuttisak Clinic,
a well-known beauty clinic is one of the company’s that is eager to invest and expand
their branches via abroad. They already opened new branches in Laos, and Cambodia
last year.
Thailand's beauty clinic business has grown upward by an average of 20%
per year in the past five years. Therefore it is interesting to study whether marketing
mix factors (7Ps) can influence consumer behavior that using beauty clinics or not?
And from the information of statistics that let us know that the rate of beauty clinics
customers have been raise continuously every years in last 10 years, what strategy do
they made for marketing?. To be useful for who Interested parties to open Beauty
Clinic (especially for myself), to realize the real need of customers. Furthermore the
data will be useful for development marketing strategy for beauty clinic in the future.
Objective of the study 1. To study the decision of the beauty clinics’ teenage customers.
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2. To study the influence of 7Ps toward consumer behavior in term of decision
making to use service at beauty clinics.
Expected benefit The result of the study can be useful for the executive of beauty clinic to
modify for their marketing strategy.
Definitions Consumer decision. The consumer decision-making process consists of five
steps, which are need recognition, information search, evaluations of alternatives,
purchase and post-purchase behavior. These steps can be a guide for marketers to
understand and communicate effectively to consumers.
Beauty Clinic mean the place that provide all services for beauty by
professional and skin doctor to advice and do anything for treat all the skin problem
such as IPL ( Intense Pulse Light ), Laser, Injection by the doctor for the right way of
treatment with right scientific guideline.
Marketing mix factor include product, place, promotion, physical
evidence, process and people. These all effect the market movement of business in
one or many ways.
Conceptual frame work Independent factors Dependent Factor Marketing Mix Decision making Product Price Need recognition Place Information search Promotion Evaluation of alternative People Purchase decision Process Post purchasing behavior Physical environment Philip Kotler ,2003 Schiffman and Kanuk, 1994 :659
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Figure 3 Conceptual framework of the study
Hypothesis
Marketing mix (7Ps) have influenced to decision making of teenage
customers to use beauty clinic.
CHAPTER 2
LITERATURE REVIEW
This independent study is all about Marketing mix theory (7Ps) that has
influenced to teenage consumers decision to use beauty clinic. The composition are;
1. Consumer behavior
1.1 Consumer behavior analysis.
2. Marketing mix theory (7Ps)
2.1 Marketing mix analysis.
3. Consumer decision making process.
Definition of consumer behavior 1. Consumer behavior
Consumer behavior is the study of person by individuals, groups, or by
organizations to the process of how they select or use the products, services, how they
experiences, what kind of ideas they gain to satisfy needs and the impacts that these
processes have on the consumer and society. (Sabine, 2012, p 110)
Consumer behavior are the mixture of psychology, sociology, marketing and
economics. To understand the decision-making processes of buyers, both individually
and in groups such as how emotions affect buying behavior by studies characteristics
of individual consumers such as demographics and behavioral variables to understand
people's wants. There are also tries to examine influences on the consumer from
groups such as family, friends, sports, reference groups, and society in general.
(Kahle, 2011)
Behavior occurs either for the individual, or a group (e.g., friends influence
what brands of cars a person drive) or an organization (buyer of the company make
decisions which kind of products the firm should buy).
Consumer behavior try to understand the use of products as well as the study
of how they are purchased. Product use is often great interest to the marketer, because
they influence how is best positioned or how we can encourage increased buyer
volume. Since many environmental problems result from product disposal (e.g., motor
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oil being sent into sewage systems to save the recycling fee, or garbage piling up at
landfills) this is also an area of marketer interest. The impact of consumer behavior on
society is also of relevance. For example, aggressive marketing of high cholesterol
foods, or aggressive marketing of easy loan, may have serious consequences for the
national health and economy problem.
There are four main requisitions of consumer behavior, the most is for
marketing strategy i.e., for making best promotion or campaigns, by understanding
that consumers are more accessible toward meal advertising when they are hungry,
we learn to schedule soap advertisements in the afternoon. By understanding that new
products are usually beginning purchased by a few consumers and only spread later,
and then only gradually, to the rest of the population, (1) companies that introduce
new products must be well financial support so that they can stay afloat until their
products become a commercial success and (2) it is important to initial customers,
since they will in turn influence many subordinated customers’ brand choices.
Customer behavior study is based on consumer purchasing behavior, with
playing the three distinct roles of user, payer and buyer. Research has shown that
consumer behavior is difficult to predict, even for experts in the field (Armstrong,
1991). Relationship marketing is an influential asset for customer behavior analysis as
it has a keen interest in the re-discovery of the true meaning of marketing through the
re-affirmation of the importance of the customer or buyer. A greater importance is
also placed on consumer retention, customer relationship management,
personalization, customization and one-to-one marketing. Social functions can be
categorized into social choice and welfare functions.
Each method for vote counting is assumed as social function but if Arrow’s
possibility theory is used for a social function, social welfare function is achieved.
Some specifications of the social functions are decisiveness, neutrality, anonymity,
monotonicity, unanimity, homogeneity and weak and strong Pareto optimality. No
social choice function meets these requirements in an ordinal scale simultaneously.
The most important characteristic of a social function is identification of the
interactive effect of alternatives and creating a logical relation with the ranks.
Marketing provides services in order to satisfy customers. With that in mind the
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productive system is considered from its beginning at the production level, to the end
of the cycle, the consumer (Kioumarsi, 2009).
1.1 Consumer behavior analysis Table 1-1 the 7-questions (6W’s 1H) for answer seven items about consumer
behavior (Kotler, 2003, p. 180)
Question (6W’s 1H) The answer to know
(7Os) Marketing strategy
1. Who is in the target market?
Occupants of target group including 1. Demographic 2. Geographic 3. Psychology 4. Behavior
Marketing Mix include product, price, place, promotion for satisfying the target group
2. What does the consumer buy?
Objects to consumer buy; who want product component & competitive differentiation
Product strategies including 1. Core product 2. Tangible product such as quality, feature style, packaging and brand 3. Augmented product 4. Expected product 5. Competitive differentiation product
3.Why does the consumer buy?
Purchasing objective of consumer, for physical &psychology need that study in physical factor, social, culture and personality
Product strategies 1. Promotion strategies I including advertising, personal selling, public relation 2. Price strategies 3. Distribution channel strategies
4. Who participates in the buying?
Influence organization including people to 1. Initiator 2. Influencer 3. Decider 4. Buyer 5. User
Advertising and promotion strategies to influence organization
5. When does the consumer buy?
Occasions such as during seasonal of festival time
Promotion strategies relate to occasions
6. Where does the consumer buy?
Outlets such as dependent
Distribution channel
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store, convenience store and discount store
strategies for suitable middle man to consumer
7. How does to consumer buy?
Operation including 1. Problem recognition 2. Information search 3. Evaluation of alternative 4. Purchase decision 5. Post purchase evaluation
Promotion strategies including advertising, personal selling, public relating and direct Marketing
Table 1-1 (continued) the 7-questions (6W’s 1H) for answer seven items about
consumer behavior (Kotler, 2003, p. 180)
2. The service marketing mix 7Ps theory
The service marketing mix is a combination of the various elements of
services marketing that firm use to interact their internal organization and message to
customers. The mixture consists of the 7 P’s; Product, Price, Place, Promotion,
People, Process and Physical Evidence. The service marketing mix, also practice the
service that the business offers just as it would treat a product. While the first 4 P’s
are involved in product marketing, the remaining 3 P’s focus attentionally on services
and strengthening customer satisfaction.
The 4 P’s have been confederated with the Marketing Mix since creation by
E. Jerome McCarthy in 1960.There are;
Product-The Product should perfect fit for customer need, it should work
and it should solved the consumers’ problems.
Place- The product should be easily to find from where your target consumer
shopped, may be High Street, Mail Order or the more current option via cyberspace or
an online shop.
Price- The Product should always represent their worth for customer’s
money, not necessarily mean it should be the cheapest one but what customers are
happy to pay a little more for something that really work for them.
Promotion- Public relation, Sales Promotion, Personal Selling and, in most
of the times, social media are likely to be the key communication tools. These tools
should be used to set across the organization’s message to the correct listener in the
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things that they would like to hear, whether it be informative or appealing to their
emotions.
The late 70’s, there was widely announced by marketers that the marketing
mix should be updated for more components. This bring to create the extended
marketing mix in 1981 by Booms & Bitner which added 3 new components to the 4
P’s Principle. So, the 7 P's Marketing Mix Model .The extended 7 P’s are:
People-The companies are rely on the people/staff who stand for them from
front line Sales staff to the Managing Director. Having the right people is necessary
because they are the main part of business offering as the products/services are
offering.
Processes-The delivered of service is done with the repeated customers so
the process is very important for customer satisfaction.
Physical Evidence-Almost services include physical elements of what the
consumer is paying for is intangible. For example a hair salon would provide their
client with a completed hairdo and an insurance company would give their customers
some form of printed material, they are still receiving a “physical product” by this
definition.
Kotler, (2003,p. 16) also said that Marketing mix is variable that control the
market. Variable factor that supply the consumer need and make them satisfy.
Another author (Roungrujira, 2000, p.29) Marketing mix is the important composition
to make the flow or control of marketing process. Business must create suitable
marketing mix to construct marketing strategy.
Kuharojananont (2002,p.16) also given definition that Marketing mix is
controllable factor and can be transformed or adjusted to fit the suitable environment.
To make the business survive or can possibly mean that marketing mix is the
marketing tools to response the target consumer need, make them satisfy and happy
(Saereerat, 1998)
2.1 Marketing mix analysis
The principle key to analyze the marketing strategy follows under the 4Ps
of marketing should consider and analyze all major product decisions that carried out
including quality, features, options, style, brand name, packaging, sizes, after-sales
services, warranties, returns, etc. Moreover, the firm's position, such as marketing
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strategy in the market, can be selected on the product mix including width, length,
depth and consistency (Proctor, 2005). Width is the number of lines the firm carries,
for example Sony has various lines including TV, video, cameras and laptops. Length
is the number of items in the product mix, for example Toshiba has different types of
TVs and laptops. Depth is the number of variants of each product offered in the line
such as clock radios, car radios and pocket radios. Finally, consistency is how closely
related the various product lines are in terms of the use to which they are put, more
commonly including electrical and entertainment products. So, using these bases for
product strategy classification will lead to easy and effective analysis. Finally, one
should try to identify what the company is actually focus on its product. There can be
three possible product strategies in a company's action (Proctor, 2005). Either it aims
the product at the market such as iPhone with new mobile phones to cater for the
business class; it can be given a "face lift" such as Clarins attempt with more
customer-specific products; and it can be withdrawn, discontinued or eliminated such
as Sanofi-Aventis has withdrawn its unpredictable side effect of anti-obesity drug.
For pricing analysis, the key is to correlate its pricing strategy with its
product position in the market. The company may use various pricing strategies such
as penetration, skimming, competition-based pricing, psychological pricing, price
wars, etc (Proctor, 2005). A company uses penetration prices if its product is new to
the market so it may set up low prices to increase market share.
For placement analysis requires the knowledge of a company's
distribution channels, for instance analysis of the fact that a company is communicate
middleman or not. However, industrial producers such as Airbus may opt for direct
distribution considering the limited number of customers. Similarly, company may be
using a specific intermediary if the ease, reliability, image of the particular outlet, the
way in which it performs and the deals which can be struck with the distributor are
satisfactory.
Finally, promotion analysis is to identify the communication objective
that the company is focusing on. There can be multiple communication objectives that
can be identified. One should analyze how the promotion strategy is aimed at creating
awareness of the product or service, provision of product information, brand
recognition, gaining access to a target customer that is inaccessible to a sales
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representative, evoking desire for a product or service, creating a reminder or to allay
cognitive dissonance (Proctor, 2000). Once the communication objective is identified,
then it is easy to analyze the message and the promotional mix that is used by the
organization including advertisement, sales promotion, publicity and personnel
selling.
Information for marketing mix analysis conclusion
Marketing mix analysis is a fundamental step towards effective strategy.
Where other analysis are more related to environment and feasibility analysis, the 4 Ps
of marketing including the product itself, pricing, placement and promotion are the
four wheels of the vehicle on which the path of an organization's marketing success is
actually dependent.
2.3 decision making variable concept and theory
Khaoprasert (2006;Samitikrai, 2010) explained that consumer decision
process are the steps of buying or having service of consumer which choose sources
of buying and choose the way to pay.
Pre-purchase process of product or service from the alternative options
have 4 steps which are
1. Realize the problem. The demand in consumers’ mind with the
necessary to use the product or service to solve their problem. It is arousing
acknowledgement from one or many source like person, place, product, etc. Occur
acceptance of data choosing, received and understanding in choosing information.
2. Searching for information. Consumer finding more information prior
purchasing decision, which are receive information, observation, collect data in their
mind.
3. Alternative consideration. Searching for option and selection the
product or service from the total options. Need to solve the problem which are the
beginning of decision process, to help consumer make their alternative assessment.
There are the process of analyze and filter the data to end up with respond for the
arousement.
4. Purchase decision. The decision making from the imagination in
consumer’s mind, lead to changing of personality, way of life, selves concept.
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Sometimes the decision making for their own need, sometimes decision from the
quality of product or service, or even for social side which is decided from the famous
of product, on fashion to fulfill consumer happiness. Or purchase from their royalty.
The recognizing of problem or consumer need will happen when they see
the differences clearly between ideal state and real state. Then consumer will
searching for all information to solve their problem or fulfill their need, to find the
way that suitable for themselves. After all assessment the alternative, they will finally
decide which brand they will buy.
The important reasons or factors to make consumer purchase decision are 2
of these.
1. Purchase from the reason.
Comparative of product or service profile before making decision to buy.
Analyzing the information, compare between valuable after purchase. This kind of
decision making usually have in male more than female because male are quite
steadier in mood than female.
2. Purchase from the emotion.
Usually happened in female more than male. This type of decision are
immediate after accept some information that impact or stimuli demand gland. For
example, when women saw sale advertisement in front of beauty clinic, they will
decided to use the service abruptly.
Related Studies Kulpadee (2007) had studied “What kind of factors that influence decision
in using beauty clinic in Ubonrachathani Council, Ubonrachathani Province”. The
samples are 12 beauty clinics customers in the Ubonrachathani council area, which
are 400 samples. The study found that almost of the customers are 21-30 years ,
female, teenage students or bachelor degree students, income per month is around
3,001-6,000 Baht, single. The objectives of using beauty clinic are acne treatment,
maelasma treatment which are expected to see the doctors. Average attended the
clinics are 1-2 times per month and pay around 500-1,000 Baht. Main influencer of
the customers are their friends (word of mouth ). Main factor that impact the
customers decision are service, price, distribution channel, service providers. Physical
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evidence is the most impact but promotion are just medium level of impact the
customers decision. The coefficient correlation between predictors in service
provider, products,and physical evidence are 55.4% significant p=0.01.
Tipparat (2007) had studied “ Behavior of beauty clinic user in Amphur
Maung, Pang-nga province” The samples are 200 beauty clinic customers in Amphur
Maung, Pang-nga. The result found that main populations are females, age 20-25
years, bachelor degree, occupation are private sector employees and government
employees, income are around more than 15,001 baht/month, main service is facial
massage. Main reason are the famous of clinic and friend recommendations, alone or
come with closed friend. Skin professionals are main influencer in service decision.
Frequency of service are 1-2 times per month and pay 500-1,000 baht each time. Most
crowed of customers period is 18.00-21.00 ( evening). Main factor for coming is
comfortable. Separately pay for each service receive is more popular than pay a whole
course. Different sexual and different aged are significantly have different kind of
making decision p =0.05.
Bamrungsri (2007) had studied “ The factors influences decision making of
customers for beauty services and spa in Silom”. The samples are 405 customers in
beauty services and spa in Silom area. Found that most of populations are female, age
30-39 years, single, bachelor degree, occupations are banking and private company
employees, average salary is 30,001-40,000 baht per month, live in single house. The
opinions about marketing mix are; people, product, price and physical evidence are
highest agree, but place and promotion are agree. About behaviors , found that in spa,
most customer choose is Thai massage for relaxing. Most customer receive the
information from newspaper, magazines. The frequency of services are 6 times per 3
months and pay around 1,290 baht each and the most influencer for decision are
customers themselves.
Pornthanachai (2005) had studied “Important factor toward making decision
for using treatment at Doctor Parinya clinic in Chonburi”. The samples are 280
patients in docter Parinya clinics which are 3 branches in Chonburi. She found out
that most are females age between 20-25 years, the occupations are private company
employees. Most of patients were attended weight loss programs. Most samples said it
was work. Main influencer for using such treatment are word of mouth from their
15
friends. The factors from Physicians’ background, quality of service provider,
environment in clinics, doctor fee and medication cost and promotions are all main
factors for customer decision in high level. Very rare case are found that treatment did
not work. If look at the opposite side, main problem from customers are cost, and
second are individually physicians.
Deekhampor (2010) aimed to study behaviors of teenagers in Mueang
Chiang Mai District in using service of beauty clinic by adopting questionnaires in
collecting data. He found that most of respondents were female (70%) and male
(30%). The range of ages was between 19-22 years. Educational background were in
senior high school or high vocational school, having an average income of 5,000 baht.
With the behavioral aspect, the great majority of the respondents knew and has used
the service of beauty clinic in Mueang Chiang Mai, that specifically is Wuttisak
Clinic, where is commonly admitted and satisfactory recently. The objective of using
beauty clinic was primarily to cure pimples and black spots on the skin. The
frequency was 1-2 times a month in the evening, mostly pay by cash, averagely 500-
1,000 Baht per each time of receiving service. The source of money paid to beauty
clinic was from their guardians. The influential person in decision making was
themselves. The person who came with was their friend. They rather used the service
of beauty clinic where is easily noticeable, and where has a branch management
system.
Thongruen (2012) has studied factor that effected customer decision to use
beauty clinic in Saraburi. The study result found out that most of customer are 21-30
years old, married, educational are below or equal to high school, income 10,001-
20,000 baht per month. The factors which affected to decision to use beauty clinic are;
Product factor given to image and famous of the clinic. Price factor is cost suitable
from service quality. Place factor is easily for transportation. Promotion factor is
usually advertise via media. People factor is given importance to expertise and
reliable of doctor or healthcare professional. Process factor is fasten of service
procedure. Physical evidence is aim for the clean of clinic. About the customer
behavior, most customer are weight the reason of skin treatment to maintain good
condition of skin, most frequently program customer choose is skin scrub and skin
wrap, prime time is 16.00-18.00 pm. Most influencer for customers are themselves.
CHAPTER 3
METHODOLOGY
The study that whether 7Ps has influenced customer decisions to use beauty
clinics or not. This chapter will focus about research methodology; include of area of
the study, method or tools for the study and statistic for analyze the data.
The methods are;
1. Population and sample.
2. Research instruments.
3. The method of quality checking on research instruments.
4. Data gathering.
5. Data analysis.
Population and sample 1.1 Sample selection
Population for this study are 300 Burapha University students. The selecting
will be use quota sampling. The reason why I choose Burapha’s students because the
various of demographic of the student. The student can come from all over the
country, so the result from the study can also manipulate to the main part of teenage
that using beauty clinics.
Research instrument 1. Data scope
This topic will study the factors that influence the decision of students to use
beauty clinic around Burapha University. By Marketing mix factors (7Ps) that
influenced to consumer behavior.
2. Population scope
Burapha University students,
3. Population size and the selection
This study assume population scale from sample size tables of Seymour
Sudman (Ruenrom,1997, p. 169) that use 300 samples by convenience sampling with
interview the students that recently have services in beauty clinics.
18
The place for collect the data Clinics around Burapha University;
North; From Sukhumvit intersection along Long Had Bangsaen Road to
Bangsaen beach.
South; Along Nadedee Road to Wornnapa beach.
East ; From Nadedee Road to Mabmayom Road along to Long Had
Bangsaen intersection
From Sukhumvit Road to Santikasem Road, Santikasem Soi2 and
Santikasem Soi3.
West; W1: Thio Son Road
W2: Long Had Bangsaen Soi1
W3: Bangsaenlang Road
W4: Bangsaen Sai1 Road. Table 1-2 Number of quota sampling
Area
description Sampling
North Sukhumvit intersect along Long Had Bangsaen Road to Bangsaen beach. 75 South Nadedee Road to Wornnapa beach 75
East Nadedee Road to Mabmayom Road along to Long Had Bangsaen intersection Sukhumvit Rd to Santikasem Rd, Santikasem Soi2 and Santikasem Soi3. 75
West W1: Thio Son Road W2: Long Had Bangsaen Soi1 W3: Bangsaenlang Road W4: Bangsaen Sai1 Road. 75
4 Collect the data 4.1. Primary data collect from the questionnaire 300 samples.
4.2. Secondary data collect from reviewed the literature, relative research
such as the document, data bases, websites etc.
5 Tools for study
From three parts of questionnaire.
19
Part 1 General information; gender, age, status, education and monthly
income.
Part 2 Questionnaire about 7Ps (Product, price, place, promotion, people,
physical evidence, process) that influenced customer behavior.
Part 3 Questionnaire about decision making to use beauty clinic. Scoring Questionnaire
To study factor that influences the students behavior of choosing beauty
clinics around the university, the questionnaires are rating scales that included rating
of how important for each factors. (Ruenrom, 2006, p. 122)
Table 1-3 Scoring questionnaire
PRIORITY SCORE
Most Important More Important Moderately Important Less Important Least Important
5 4 3 2 1
Criteria for Evaluation
The scores will be analyzed on average. The interpretion of the average will
be;
Table 1-4 Average score with interpretion
AVERAGE PRIORITY 4.50 - 5.00 3.50 - 4.49 2.50 - 3.49 1.50 - 2.49 1.00 - 1.49
Most Important More Important Moderately Important Less Important Least Important
20
The method of quality checking on research instruments The way to test research instrument quality
This study would test validity and reliability.
1. Validity
Researcher bring questionnaires from reviewed literatures to 3 experts to
consider and test content validity by Index of Concordance (IOC) and suitable of
wording. Then adjusted before real interview (Rovinelli & Hambleton, 1977). After
the experts have commented the questionnaires, will take data to calculate Index of
Concordance: IOC)
IOC is correlation between objective and questionnaire. IOC is between 1 to
-1. If question most correlate with the answer, IOC will mostly close to 1.00. If the
questionnaire has IOC below 0.5, should adjust the question to relate to the objective.
IOC could be calculated from;
IOC = ∑R N
∑R = sum of score from all experts
N = number of expert person.
score 1 means question is correlate with objective.
0 means question probably both correlate or not correlate with the
objective.
-1 means question is not correlate with the objective. 2. Reliability
Researcher bring the 30 questionnaires to try out with the population which
are mostly the same type with the sample by statistical program; Cronbach’s Alpha by
Alpha Coefficient = 0.7 (Nunnally,1978)
Data gathering. Data collecting method
1. Secondary data
1.1 Academic textbook, literatures, Thesis, Related studies
1.2 Internet data
21
2. Primary data
From collecting the questionnaires which have interview from 300 Burapha
University students (sample size tables of Seymour Sudman :Ruenrom,1997,p. 169)
that use 300 samples by convenience sampling between 20April-30 May 2016
Data analysis After collect the questionnaires, researcher will,
1. Editing by exclusion the incomplete data.
2. Bring complete questionnaire to code and analyse by statistical
programing.
2.1 Descriptive Statistic to explain data about personal information by
use percentage, mean and standard deviation from part1 of the questionnaire.
2.2 Inferential Statistic to prove hypothesis which is analysed by Pearson
Correlation Coefficient and use Multiple Regression Analysis; MRA to study the
influence of independent factors toward dependent factor in part 2, 3 of the
questionnaire.
CHAPTER 4
RESULTS
This Independent study “Marketing mix theory (7Ps) that has influenced to
consumers decision to use beauty clinic” has been collected data for 300 samples (size
tables of Seymour Sudman (Ruenrom, 1997, p.169) that use 300 samples by
convenience sampling) which are from the interview with Burapha University
Students, but before gave the real questionnaires researcher have to do reliability test
from 30 samples and running with computer program. The result as follow
Table 4-1 Reliability result of questionnaires
Marketing mix factor Number of question
Cronbach’s alpha control sample
1. Product factor 3 0.764 0.787
2. Price factor 3 0.803 0.735
3. Place factor 3 0.728 0.632
4. Promotion factor 3 0.772 0.766
5. Process factor 3 0.735 0.745
6. People factor 3 0.775 0.744
7. Physical evidence factor 3 0.831 0.809
Total 21 0.929 0.938
From table 4-1 illustrated that Cronbach’s Alpha of questionnaire more than
0.7, so the questionnaire is reliable. And after collect 300 questionnaires, data can
analyzed into 5 parts below,
Part1 General Information which are Gender, Age, Expense per month. (table
4-2 to 4-4)
Part2 Customer behavior information of using beauty clinics (table 4-5 to 4-
25)
Part3 The information about the 7ps that influenced customers’ decision to
choose the beauty clinics (table 4-26 to 4-32)
23
Part4 The information about decision making of customer to use beauty clinic
(table 4-33)
Part5 Analyze data to prove the hypothesis which is marketing mix (7Ps) have
influenced to the behavior of customer in terms of decision making to use
beauty clinic. (table 4-34 to 4-52)
Part 1 General Information
Table 4-2 Number and percentage of samples separate by gender.
Male
Female
90
210
30.00
70.00
Total 300 100.00
From table 4-2 Illustrated that most of samples are female by 70% and the
rest are male which 30%
Table 4-3 Number and percentage of samples separate by age.
Age Number (persons) Percentage 15-18 years old
19-22 years old
23-26 years old
41
153
106
13.67
51.00
35.33
Total 300 100.00
From table 4-3 Illustrated that most of samples are 19-22 years old (51%)
follow by samples 23-26 years old (35.33%) and samples 15-18 years old are the rest
(13.67%).
24
Table 4-4 Number and percentage of samples separate by income per month.
Income per month Number (persons) Percentage
≤5,000 Baht
5,001-10,000 Baht
10,001-15,000 Baht
15,001-20,000 Baht
20,001-25,000 Baht
46
234
11
8
1
15.33
78.00
3.67
2.67
0.33
Total 300 100.00
From table 4-4 Illustrated that most of samples are received monthly
income 5,001-10,000 Baht (78%) , follow by those who received less than 5,000 Baht
(15.33%), 10,001-15,000 Baht (3.67%), 15,001-20,000 Baht (2.67%) and 20,001-
25,000 Baht (0.33%) respectively.
25
Part 2 Customer behavior information of using beauty clinics around
Burapha University.
Table 4-5 Number and percentage of samples separate by beauty clinics they knew
or used to have service.
Beauty clinics in
Chonburi
Do not know Know but never
use
Know and use
number % number % number %
1. V-Plast Clinic 176 58.67 118 39.33 6 2.00
2. Akaradej Clinic 88 29.33 184 61.33 28 9.33
3. Wutthisak Clinic 15 5.00 159 53.00 126 42.00
4. Nitipon Clinic 92 30.67 157 52.33 51 17.00
5. Thanaporn Clinic 201 67.00 82 27.33 17 5.67
6. Dheva Clinic 106 35.33 168 56.00 26 8.67
7. SAT Clinic 229 76.33 66 22.00 5 1.67
8. DR. Prinya Clinic 116 38.67 152 50.67 32 10.67
9. Design Clinic 241 80.33 53 17.67 6 2.00
10. Burapha Clinic 163 54.33 119 39.67 18 6.00
11. Veerapan Clinic 223 74.33 71 23.67 6 2.00
12. Rajdhevee Clinic 58 19.33 215 71.67 27 9.00
13. Other
………………….
0 0.00 0 0.00 10 3.33
Remark: Others are Romrawin Clinic (6 persons) and Mor Muan Chon Clinic (4
persons)
From table 4-5 Illustrated that most of samples are knew and have ever use
Wutthisak Clinic (42%) follow by Nitipon Clinic (17%) and then follow by Dr. Prinya
Clinic (10.67%) respectively.
26
Table 4-6 Number and percentage of samples separate by the main reason of
choosing beauty clinic.
Main reasons Number (persons) Percentage (%)
Famous Clinic 241 80.33
High technology tool, service 144 48.00
Fair price 108 36.00
Fast service 64 21.30
Attractive promotion 65 21.67
Comfortable for parking 44 14.67
Easily transportation 57 19.00
Impressive of staff/service 62 20.67
Friends’ recommend 146 48.67
Remark: 300 samples can choose more than one answer.
From table 4-6 illustrated that most of samples have the main reason for
using beauty clinic by choosing from how famous of clinic (80.33%), follow by
friend’ recommendation (48.67%), follow by high technology of instruments and
service (48%), follow by fair price (36%), follow by attractive promotion (21.67%),
follow by fast service (21.3%), follow by impressive of staff/ service (20.67%),
follow by easily transportation (19%) and comfortable for parking (14.67%)
respectively.
27
Table 4-7 Number and percentage of samples divided by the regular of using
clinic.
Regular of using beauty clinic Number
(persons)
Percentage (%)
Yes
No
134
166
44.67
55.33
Total 300 100.00
Remark: The regular clinics of 134 samples are Wutthisak clinic( 58 persons), Nitipon
clinic (27 persons), Rajdhevee clinic (16 persons), Dr.Prinya clinic (7
persons), Akaradej clinic (6 persons), Burapha clinic (6 persons), Dheva
clinic (4 persons), Design clinic (4 persons), Thanaporn clinic (4 persons)
and SAT clinic (2 persons).
From table 4-7 illustrated that most of samples did not have the regular
clinic (55.33%) and the sample that have their regular clinic are 44.67%.
Table 4-8 Show number and percentage of samples separated by their satisfaction of
using services at beauty clinic.
Satisfaction Number
(persons)
Percentage (%)
Satisfy
Dissatisfy
272
28
90.67
9.33
Total 300 100.00
Remark: Dissatisfy because of expensive (11 persons), slow result (11 persons) and
lack of safety (6 persons)
28
From table 4-8 illustrated that most of samples are satisfied to used beauty
clinic (90.67%) and the group of dissatisfied are 9.33% from high cost, slow result
and lack of safety.
Table 4-9 Number and percentage of samples separated by objective of using beauty
clinic.
Objective Number
(persons)
Percentage (%)
Acne, Melasma
Wrinkle, dark spot
Skin treatment
Weight control, weight loss
Hair removal
Other skin problem like skin rash
Whitening injection
Stretch marks
Scar
Hair loss problem
Botox
Other ; mole removal
266
129
101
23
24
18
32
24
28
11
3
2
88.67
43.00
33.67
7.67
8.00
6.00
10.67
8.00
9.33
3.67
1.00
0.67
Remark: the 300 samples can choose more than one answer.
From table 4-9 illustrated that most of samples’ objective are acne and
melasma treatment (88.67%), follow by wrinkle and dark spot treatment (43.00%),
skin treatment (33.67%), whitening injection (10.67%) , scar removal (9.33%), hair
removal (8.00%), stretch mark removal (8.00%), weight control (7.67%), other skin
problem like skin rash (6.00%), hair loss problem (3.67%), Botox (1.00%) and other
is mole removal (0.67%).
29
Table 4-10 Number and percentage of samples separated by frequency of visited
beauty clinic.
Frequency of visited Number (persons) Percentage (%)
Less than 1 time per month
1-2 times per month
3-4 times per month
113
144
43
37.67
48.00
14.33
Total 300 100.00
From table 4-10 illustrated that most of samples came to beauty clinic 1-2
times per month (48.00%), follow by those who visited less than 1 time per month
(37.67%) and the smallest are those who visited 3-4 times per month (14.33%)
Table 4-11 Show number and percentage of samples separated by day of visiting
beauty clinic.
Day of visit Number (persons) Percentage (%)
Monday to Friday
Saturday to Sunday
Public holiday
Uncertainty
41
116
4
139
13.67
38.67
1.33
46.33
Total 300 100.00
From table 4-11 illustrated that most of samples have service at beauty clinic
at uncertain date (46.33%) , follow by Saturday to Sunday (38.67%), follow by
Monday to Friday (13.67%), and public holiday (1.33%)
30
Table 4-12 Number and percentage of samples separated by period of time of having
service at beauty clinic.
Period of time having service Number (persons) Percentage (%)
Morning
Noon
Afternoon
Evening
Uncertainly ,upon doctor’s appointment
18
11
33
146
92
6.00
3.67
11.00
48.67
30.67
Total 300 100.00
From table 4-12 illustrated that most of samples having service in the
evening (48.67%), follow by uncertainly, up to doctor’s appointment (30.67%),
follow by the afternoon (11.00%), follow by the morning (6.00%) and the noon
(3.67%).
Table 4-13 Number and percentage of samples divided by payment method.
Payment method Number (persons) Percentage (%)
Cash
Credit card
Debit card
278
10
12
92.67
3.33
4.00
Total 300 100.00
From table 4-13 illustrated that most of samples pay by cash (92.67%),
follow by debit card (4.00%) and credit card (3.33%)
31
Table 4-14 Number and percentage of samples divided by average cost of one time
using beauty clinic.
Average cost Number (persons) Percentage
(%)
Less than 500 Baht
500-1000 Baht
1001-1500 Baht
1501-2000 Baht
More than 2000 Baht
78
171
23
16
12
26.00
57.00
7.70
5.30
4.00
Total 300 100.00
From table 4-14 illustrated that most of samples had average cost per time
using beauty clinic at 500-1000 Baht (57.00%) , follow by less than 500 Baht
(26.00%), follow by 1001-1500 Baht (7.70%), follow by 1501-2000 Baht (5.30%) and
more than 2000 Baht (4.00%)
Table 4-15 Number and percentage of samples divided by whom taking care of
expense when using beauty clinic
Who taking care of payment? Number (persons) Percentage (%)
On your own
Asking parents for extra
By parents themselves
119
157
24
39.67
52.33
8.00
Total 300 100.00
From table 4-15 illustrated that most of samples asking their parents for
extra (additional expense) for using beauty clinic (52.33%), follow by paying on their
own (39.67%) and Pay by their parents themselves (8.00%)
32
Table 4-16 Number and percentage of samples divided by type of payment for beauty
clinic.
Type of payment Number (persons) Percentage (%)
Pay for each time
Pay for the whole course
156
92
52.00
30.67
Pay for only necessary product 52 17.33
Total 300 100.00
From table 4-16 illustrated that most of samples would like to pay for each
time of using beauty clinic (52.00%) , follow by paying for the whole course
(30.67%), and paying for only necessary product (17.33%)
Table 4-17 Number and percentage of samples divided by the influencer for making
decision to using service at beauty clinic.
The influencer Number (persons) Percentage (%)
On your own
Staff of the clinic
Boyfriend, Girlfriend
Actor, actress, famous person
Friends
Skin doctor, professional
Parents
212
23
22
15
150
45
125
70.67
7.67
7.33
5.00
50.00
15.00
41.67
Remark: the 300 samples can choose more than one answer.
From table 4-17 illustrated that most of samples decision on their own
(70.67%), follow by friends (50.00%), follow by their parents (41.67%), follow by
skin doctor (15.00%), follow by staff of the clinic (7.67%), follow by boyfriend or
girlfriend (7.33%) and follow by actor/ actress/ famous person (5.00%)
33
Table 4-18 Number and percentage of samples divided by companion their came
with, while visiting beauty clinic.
The companion Number (persons) Percentage (%)
Alone
Friends
Boyfriend/ girlfriend
Parents
51
160
13
76
17.00
53.33
4.33
25.33
Total 300 100.00
From table 4-18 illustrated that most of samples had their companions that
came to beauty clinic with which are their friends (53.33%), follow by their parents
(25.33%), alone (17.00%) and boyfriend or girlfriend (4.33%)
Table 4-19 Number and percentage of samples divided by beauty clinic they have
been visited.
Number of clinics have services
before
Number (persons) Percentage (%)
Only 1 (always same clinic)
Switched between 2-3 clinics
Switched more than 3 clinics
214
66
20
71.33
22.00
6.67
Total 300 100.00
From table 4-19 illustrated that most of samples used to have service at the
same clinic (71.33%), follow by switched between 2-3 clinics (22.00%) and switched
more than 3 clinics (6.67%)
Table 4-20 Number and percentage of samples divided by Media that they found information of beauty clinic.
34
Media Number (persons) Percentage (%)
TV
Internet
Radio
Advertisement board
Poster/Handbill
Friends
Expertize ( Skin doctor)
Magazine
139
114
27
53
106
237
73
50
46.33
38.00
9.00
17.67
35.33
79.00
24.33
16.67
Remark: the 300 samples can choose more than one answer.
From table 4-20 illustrated that most of samples reached the information of
beauty clinics from their friends (79.00%), follow by TV (46.33%), follow by internet
(38.00%), follow by poster/handbill (35.33%), follow by expertize (skin doctor)
(24.33%), follow by advertisement board (17.67%), follow by magazine (16.67%)
and radio (9.00%)
Table 4-21 Number and percentage of samples divided by the way they decide to use
service at beauty clinic.
Decision making Number (persons) Percentage (%)
Find out the information before make a
decision
Listen to the staffs’ advice before make a
decision
Follow the old customers’ experiences
242
70
185
80.67
23.33
61.67
Remark: the 300 samples can choose more than one answer.
From table 4-21 illustrated that most of samples making their decision by
finding out the information before make a decision (80.67%), follow by listening to
35
the old customers’ experiences (61.67%) and Listening to the staffs’ advice before
make a decision (23.33%)
Table 4-22 Number and percentage of samples divided by their behavior of visiting
beauty clinic.
Service using behavior Number
(persons)
Percentage (%)
Meeting skin doctor in every appointment.
Meeting skin doctor sometimes (up to your
available)
Only visit when skin product running out.
195
74
31
65.00
24.67
10.33
Total 300 100.00
From table 4-22 illustrated that most of samples visited doctor every time
they made an appointment before (65.00%), follow by visiting doctor sometimes
(24.67%) and only visit when skin product running out (10.33%)
Table 4-23 Number and percentage of samples divided by the reason they came to
beauty clinic.
Reason of making treatment Number (persons) Percentage (%)
Have a problem of acne, maelasma , etc.
Treatment for beauty
Came only when the clinic have promotion
Have some recommend from the other
235
47
8
10
78.33
15.67
2.67
3.33
Total 300 100.00
From table 4-23 illustrated that most of samples came to beauty clinic
because they have a problem of acne, maelasma, etc. (78.33%), follow by treatment
36
for their beauty (15.67%), follow by friends recommend (3.33%) and came only when
the clinic have attractive promotion (2.67%)
Table 4-24 Number and percentage of samples divided by management system of
beauty clinic they choose.
Type of management Number (persons) Percentage (%)
Doctor is the owner of the clinic
Branches clinic
102
198
34.00
66.00
Total 300 100.00
From table 4-24 illustrated that most of samples would like to have
treatment at the branch clinic (66.00%) while only 34.00% would like to have
treatment at clinic that doctor is the owner there.
Table 4-25 Number and percentage of samples divided by their decision of visiting
clinic at the next time.
Beauty clinic at next time Number
(persons)
Percentage
(%)
The same clinic
The new clinic (never been there before )
280
20
93.33
6.67
Total 300 100.00
From table 4-25 illustrated that most of samples decided to have the service
at the same beauty clinic (93.33%), while only 6.67% would like to try the new clinic.
37
Part 3 The information about the 7ps that influenced customers’
decision to choose the beauty clinic. Table 4-26 Number, percentage, mean and standard deviation of product factor that
influenced consumer behavior of using beauty clinic.
Product factors
Level of importance Total
M
SD Least Little Medium Much Most
number (%)
number (%)
number (%)
number (%)
number (%)
Good quality of product and staff services
7 (2.33)
8 (2.67)
40 (13.33)
173 (57.67)
72 (24.00)
300 (100.00)
3.98 Much
0.83
High technology of instruments
4 (1.33)
7 (2.33)
43 (14.33)
173 (57.67)
73 (24.33)
300 (100.00)
4.01 Much
0.78
Expert specialty
4 (1.33)
11 (3.67)
64 (21.33)
162 (54.00)
59 (19.67)
300 (100.00)
3.87 Much
0.81
Remark: M1.00-1.49=least, 1.50-2.49=little, 2.50-3.49=Medium, 3.50 4.49=Much,
4.50-5.00=Most
From table 4-26 found that samples weighing “much” on product factors by
high technology of instruments (M=4.01), good quality of product and staff services
(M=3.98) and expert specialty (M=3.87) respectively.
38
Table 4-27 Number, percentage, mean and standard deviation of price factors that
influenced consumer behavior of using beauty clinic
Price factors
Level of importance Total
M
SD Least Little Medium Much Most
number (%)
number (%)
number (%)
number (%)
number (%)
Fair price of products and medicines
5 (1.67)
8 (2.67)
60 (20.00)
150 (50.00)
77 (25.67)
300 (100.00)
3.95 Much
0.84
Cheaper than other clinics
8 (2.67)
18 (6.00)
81 (27.00)
141 (47.00)
52 (17.33)
300 (100.00)
3.70 Much
0.92
Doctor Fee and service charge suit the quality
4 (1.33)
11 (3.67)
60 (20.00)
142 (47.33)
83 (27.67)
300 (100.00)
3.96 Much
0.86
Remark: M1.00-1.49=least, 1.50-2.49=little, 2.50-3.49=Medium, 3.50-4.49=Much,
4.50-5.00=Most
From table 4-27 found that samples weighing “much” on price factors by
doctor fee and service charge suit the quality (M=3.96), fair price of products and
medicines (M=3.95) and cheaper than other clinics (M=3.70) respectively.
39
Table 4-28 Number, percentage, mean and standard deviation of place factors that
influenced consumer behavior of using beauty clinic
Place factors
Level of importance Total
M
SD Least Little Medium Much Most
number (%)
number (%)
number (%)
number (%)
number (%)
Near to your home/dormitory
8 (2.67)
35 (11.67)
79 (26.33)
118 (39.33)
60 (20.00)
300 (100.00)
3.62 Much
1.02
Easy for transportation
5 (1.67)
13 (4.33)
69 (23.00)
131 (43.67)
82 (27.33)
300 (100.00)
3.91 Much
0.91
Set up in the shopping mall
8 (2.67)
20 (6.67)
85 (28.33)
122 (40.67)
65 (21.67)
300 (100.00)
3.72 Much
0.97
Remark: M1.00-1.49=least, 1.50-2.49=little, 2.50-3.49=Medium, 3.50
4.49=Much, 4.50-5.00=Most
From table 4-28 found that samples weighing “much” on place factors by
easy for transportation (M=3.91), set up in the shopping mall (M=3.72) and near
home or dormitory (M=3.62) respectively.
Table 4-29 Number, percentage, mean and standard deviation of promotion factors
that influenced consumer behavior of using beauty clinic.
Promotion factors
Level of importance Total
M
SD Least Little Medium Much Most
number (%)
number (%)
number (%)
number (%)
number (%)
Giving some testers
8 (2.67)
28 (9.33)
85 (28.33)
137 (45.67)
42 (14.00)
300 (100.00)
3.59 Much
0.93
Discount coupon
7 (2.33)
20 (6.67)
62 (20.67)
155 (51.67)
56 (18.67)
300 (100.00)
3.78 Much
0.91
VIP card for special customers
9 (3.00)
18 (6.00)
71 (23.67)
148 (49.33)
54 (18.00)
300 (100.00)
3.73 Much
0.93
40
Remark: M1.00-1.49=least, 1.50-2.49=little, 2.50-3.49=Medium, 3.50-4.49=Much,
4.50-5.00=Most
From table 4-29 found that samples weighing “much” on promotion factors
by discount coupon (M=3.78), VIP card for special customers (M=3.73) and giving
some testers (M=3.59) respectively.
Table 4-30 Number, percentage, mean and standard deviation of people factors that
influenced consumer behavior of using beauty clinic.
People factors
Level of importance Total
M
SD Least Little Medium Much Most
number (%)
number (%)
number (%)
number (%)
number (%)
Good advice and reliable from expert or doctor.
4 (1.33)
11 (3.67)
42 (14.00)
132 (44.00)
111 (37.00)
300 (100.00)
4.12 Much
0.87
Staffs can solve the problem very well.
3 (1.00)
5 (1.67)
52 (17.33)
142 (47.33)
98 (32.67)
300 (100.00)
4.09 Much
0.81
Enough staffs to cover all services.
4 (1.33)
7 (2.33)
46 (15.33)
153 (51.00)
90 (30.00)
300 (100.00)
4.06 Much
0.82
Remark: M1.00-1.49=least, 1.50-2.49=little, 2.50-3.49=Medium, 3.50-4.49=Much,
4.50-5.00=Most
From table 4-30 found that samples weighing “much” on people factors by
good advice and reliable from expert or doctor (M=4.12), follow by staff can solve
the problem very well (M=4.09) and clinic have enough staffs to cover all services
(M=4.06) respectively.
41
Table 4-31 Number, percentage, mean and standard deviation of process of service
factors that influenced consumer behavior of using beauty clinic.
Process of service factors
Level of importance Total
M
SD Least Little Medium Much Most
number (%)
number (%)
number (%)
number (%)
number (%)
Small waiting time to see the doctor
7 (2.33)
7 (2.33)
48 (16.00)
134 (44.67)
104 (34.67)
300 (100.00)
4.07 Much
0.90
Pre appointment by telephone
3 (1.00)
12 (4.00)
63 (21.00)
147 (49.00)
75 (25.00)
300 (100.00)
3.93 Much
0.84
Service process continue fluently
2 (0.67)
11 (3.67)
69 (23.00)
133 (44.33)
85 (28.33)
300 (100.00)
3.96 Much
0.85
Remark: M 1.00-1.49=least, 1.50-2.49=little, 2.50-3.49=Medium, 3.50-4.49=Much,
4.50-5.00=Most
From table 4-31 found that samples weighing the most on process of service
factors by the small waiting time to see the doctor (M=4.07) , follow by service
process continue fluently (M=3.96) and pre appointment by telephone (M=3.93)
respectively.
42
Table 4-32 Number, percentage, mean and standard deviation of physical factors that
influenced consumer behavior of using beauty clinic.
Physical Evidence factors
Level of importance Total
M
SD Least Little Medium Much Most
number (%)
number (%)
number (%)
number (%)
number (%)
High technology instruments
2 (0.67)
9 (3.00)
41 (13.67)
139 (46.33)
109 (36.33)
300 (100.00)
4.15 Much
0.81
Parking lot available
3 (1.00)
16 (5.33)
45 (15.00)
141 (47.00)
95 (31.67)
300 (100.00)
4.03 Much
0.88
Available service of magazine , WIFI
2 (0.67)
10 (3.33)
68 (22.67)
132 (44.00)
88 (29.33)
300 (100.00)
3.98 Much
0.85
Remark: M1.00-1.49=least, 1.50-2.49=little, 2.50-3.49=Medium, 3.50-4.49=Much,
4.50-5.00=Most
From table 4.32 found that samples weighing the most on physical factors
by high technology instruments (M=4.15), follow by availability of parking lot
(M=4.03) and availability of magazine, WIFI (M=3.98) respectively.
43
Part 4 The information about decision making before use the beauty clinic. Table 4-33 Number, percentage, mean and standard deviation of decision making of
consumer to use beauty clinic.
Decision making
Level of importance Total
M
SD Least Little Medium Much Most
number (%)
number (%)
number (%)
number (%)
number (%)
Satisfy from the service.
2 (0.67)
9 (3.00)
41 (13.67)
139 (46.33)
109 (36.33)
300 (100.00)
4.15 Much
0.81
Clearly informed about the service from advertisement
3 (1.00)
16 (5.33)
45 (15.00)
141 (47.00)
95 (31.67)
300 (100.00)
4.03 Much
0.88
Clinic is famous about good result.
2 (0.67)
10 (3.33)
68 (22.67)
132 (44.00)
88 (29.33)
300 (100.00)
3.98 Much
0.85
Huge volume of regular customer at that clinic.
1 (0.33)
8 (2.67)
43 (14.33)
138 (46.00)
110 (36.67)
300 (100.00)
4.16 Much
0.73
Professional staff at the clinic.
0 0 36 (12.00)
168 (56.00)
96 (32.00)
300 (100.00)
4.09 Much
0.66
Fair price 0 9 (3.00)
62 (20.80)
108 (36.00)
121 (40.30)
300(100.00)
4.14 Much
0.85
Many of recommendation from outside
0 0 19 (6.30)
166 (55.30)
115 (38.33)
300 (100.00)
4.32 Most
0.58
Clinic settle in good or comfortable location.
0 5 (1.67)
4 (1.33)
185 (61.67)
106 (35.30)
300 (100.00)
4.31 Most
0.58
Remark: M1.00-1.49=least, 1.50-2.49=little, 2.50-3.49=Medium, 3.50-4.49=Much,
4.50-5.00=Most
44
From table 4-33 illustrated that the most level of importance factor that lead
consumer decision are many recommendation from other (M=4.32), follow by clinic
settle in good or comfortable location (M=4.31). And the other factors that lead
customer to making decision are huge volume of regular customer at that clinic
(M=4.16), follow by satisfaction of service (M=4.15), follow by fair price (M=4.14),
follow by there are professional staff at the clinic (M=4.09), follow by clearly
informed about the service from advertisement (M =4.03) and clinic is famous about
good result (M =3.98) respectively.
Part 5. Hypothesis testing result This part are result from hypothesis testing by statistical analyze by Pearson
Chi-Square and Multiple regression analysis which are significant at p=0.05
Hypothesis: Marketing mix (7Ps) have influenced to decision making of
customers to use beauty clinic.
H0 = Marketing mix (7Ps) have not influenced to decision making of
customers to use beauty clinic.
H1 = Marketing mix (7Ps) influenced to decision making of customers to
use beauty clinic.
H1.1 Marketing mix (7Ps) has influenced toward decision making about
need recognition.
H1.2 Marketing mix (7Ps) has influenced toward decision making about
information search.
H1.3 Marketing mix (7Ps) has influenced toward decision making about
evaluation of alternative.
H1.4 Marketing mix (7Ps) has influenced toward decision making to
purchase.
H1.5 Marketing mix (7Ps) has influenced toward decision making of post-
purchasing behavior.
To study that marketing mix (7Ps) influenced to decision making of
customers to use beauty clinic, Researcher choose Stepwise Multiple Regression
analysis to predict consumer decision. H0 will be denied when find out that at least 1
marketing mix factors can predict decision making of consumer to use beauty clinic.
45
The equation is;
Ŷ = a + b1X1 + b2X2 + b3X3…+ bkXk + e
Ŷ is increase of decision making to use beauty clinic
a is constant
b (1-k) is coefficient
X1 is product factor
X2 is price factor
X3 is place factor
X4 is promotion factor
X5 is people factor
X6 is process factor
X7 is physical evidence factor
Xk is any independent factor
e is Tolerances Table 4-34 Result of MRA analysis of Hypothesis 1
Model Summaryᵇ Model R R square Adjusted R
square Std. error of the estimate
Durbin- Watson
1 .762 .637 .633 .764 1.929 a. Predictors:(Constant),product,price,place,promotion,people,process,physical b. decision making
From table 4-34 indicate that the R value between independent variable
which is marketing mix and dependent variable which is decision making equal to
.762 and R square equal to .637 which mean that the change of decision making of
consumer 63.3% by in term of adjusted R square equal to .633 and Durbin-Watson
equal to 1.929
ANOVAᵃ
46
Model Sum of squares df Mean square F Sig. 1. Regression 56.453 6 15.522 68.04 .000ᵇ Residual 72.232 639 .175 Total 128.685 645 a. Dependent Variable: Decision making to use beauty clinic b. Predictors: Marketing mix
Table 4-35 Result of ANOVA hypothesis1
From table 4-35 indicate that the significant level is less than 0.05 , that
mean there is statistically significant difference in decision making to use beauty
clinic when 7Ps has changed.
Table 4-36 Result of Coefficients hypothesis 1
Coefficientsᵃ Model Unstandardized
coefficients Standard coefficients
t Sig. Collinearity statistics
B Std. Error
Beta Tolerance VIF
1. (Constant) 3.913 .092 95.567 .000 product 3.952 .047 .671 97.571 .000 .621 1.547 price 3.424 .047 .635 88.697 .000 .565 1.612 place 4.686 .048 .593 79.467 .000 .566 1.712 promotion 2.995 .048 .591 79.013 .000 .567 1.645 people 5.367 .048 .691 103.221 .000 .564 1.586 Physical 4.601 .047 .700 105.595 .000 .571 1.721 process 3.613 .048 .648 91.647 .000 .602 1.732 a. dependent Variable: Decision making to use beauty clinic
From table 4.36 indicate that independent variable marketing mix, there are
significant with dependent variable (decision making to use beauty clinic). The factor
of marketing mix do not have multicollinearity occur because the tolerance of these
factor have value more than 0.1 and the VIF have value less than 10. Each factor of
marketing mix not have relationship between in dependent variable.
The equation is
Y=3.913+3.952X1+3.424X2+4.686X3+2.995X4+5.367X5+4.601X6+3.613X7
47
Hypothesis1.1 Marketing mix (7Ps) has influenced toward decision making about
need recognition
Table 4-37 Result of MRA analysis hypothesis 1.1
Model Summaryᵇ Model R R square Adjusted R
square Std. error of the estimate
Durbin- Watson
1 .687 .475 .473 .44876 1.729 a. Predictors:(Constant),product,price,place,promotion,people,process,physical b. need recognition From table 4-37 indicated that the R value between independent variable
which is marketing mix and dependent variable which is need recognition equal to
.687 and R square equal to .475 which mean that the change of need recognition of
consumer 47.5% by in term of adjusted R square equal to .473 and Durbin-Watson
equal to 1.729
Table 4-38 Result of MRA analysis hypothesis 1.1
ANOVAᵃ Model Sum of
Squares df Mean
Square F Sig.
1. Regression 53.421 6 16.522 52.222 .000ᵇ Residual 75.257 639 .185 Total 125.685 645 a. Dependent Variable: Need recognition b. Predictors: Marketing Mix
From table 4-38 indicate that need recognition is statistically significant change
when marketing mix has changed.
48
Table 4-39 Result of coefficient hypothesis 1.1 Coefficientsᵃ Model Unstandardized
coefficients Standard coefficients
t Sig. Collinearity statistics
B Std. error
Beta Tolerance VIF
1. (Constant) .238 .091 6.232 .002* product .388 .050 .037 -.937 .349 .621 1.547 price -.053 .049 .182 3.805 .000* .565 1.612 place .189 .049 .118 2.575 .010* .566 1.712 promotion .137 .048 .031 .607 .544 .567 1.645 people .032 .047 .138 3.028 .003* .564 1.586 Physical .174 .050 .442 9.223 .000* .571 1.721 process .443 .051 -.020 -.481 .631 .602 1.732 a. dependent Variable: Need recognition
From table 4-39 indicate that independent variable marketing mix which are
price, place, people and physical evidence are significant with dependent variable (need
recognition).The most highest influence for need recognition are price and physical
evidence (sig .000*) follow by people (sig.003*) and last one that effect need recognition
is place (sig .010*)
Equation is Y = .238+.388X1+.053X2+.189X3+.137X4+.032X5+.174X6+.443X7
Hypothesis 1.2 Marketing mix (7Ps) has influenced toward decision making about
information search
Table 4-40 Result of MRA analysis hypothesis 1.2 Model Summaryᵇ Model R R square Adjusted R
square Std. Error of the estimate
Durbin- Watson
1 .605ᵃ .367 .359 .4367 1.829 a. Predictors:(Constant),product,price,place,promotion,people,process,physical b. Information search
49
From table 4-40 indicated that the R value between independent variable
which is marketing mix and dependent variable which is information search equal to
.605 and R square equal to .367 which mean that the change of need recognition of
consumer 35.9% by in term of adjusted R square equal to .359 and Durbin-Watson
equal to 1.829
Table 4-41 Result of ANOVA hypothesis 1.2 ANOVAᵃ Model Sum of squares df Mean square F Sig. 1. Regression 51.307 6 16.323 39.923 .000ᵇ Residual 83.720 639 .254 Total 135.327 645 a. Dependent Variable: Information search b. Predictors: Marketing Mix From table 4-41 indicate that information search is statistically significant
change when marketing mix has changed.
Table 4-42 Result of Coefficients hypothesis 1.2 Coefficientsᵃ Model Unstandardized
coefficients Standardizedcoefficients
t Sig. Collinearity statistics
B Std.error Beta Tolerance VIF 1 (Constant) .546 .123 7.866 .000 Product .046 .056 .032 .732 .451 .574 1.780 Price .174 .054 .168 3.187 .002* .569 1.511 Place .112 .052 .097 1.975 .058 .586 1.764 Promotion .381 .053 .356 6.341 .000* .565 1.781 People .104 .049 .081 -
1.654 .099 .567 1.590
Physical evidence
.070 .050 .070 1.334 .183 .569 1.598
Process .190 .051 .151 3.317 .001* .671 1.700 From table 4-42 indicate that independent variable marketing mix, there are
significant with dependent variable (information search). The factor of marketing mix
50
that have the most influence for information search is promotion (sig= .000*) follow
by process (sig=.001*) and the last one is price (sig=.002*)
Equation is Y = .546+.046X1+.174X2+.112X3+.381X4+.104X5+.070X6+.190X7 Hypothesis 1.3 Marketing mix (7Ps) has influenced toward decision making about
evaluation of alternative.
Table 4-43 Result of MRA analysis hypothesis 1.3 Model Summaryᵇ Model R R square Adjusted R
square Std. error of the estimate
Durbin- Watson
1 .503ᵃ .253 .243 .73970 1.929 a. Predictors:(Constant),product,price,place,promotion,people,process,physical b. Evaluation of alternative From table 4-43 indicated that the R value between independent variable
which is marketing mix and dependent variable which is evaluation of alternative
equal to .503 and R square equal to .253 which mean that the change of evaluation the
alternative consumer 24.3% by in term of adjusted R square equal to .243 and Durbin-
Watson equal to 1.929
Table 4-44 Result of ANOVA hypothesis 1.3 ANOVAᵃ Model Sum of squares df Mean square F Sig. 1. Regression 67.981 6 23.323 23.939 .000ᵇ Residual 209.678 639 .459 Total 277.659 645 a. Dependent Variable: Evaluation of alternative b. Predictors: Marketing Mix From table 4-44 indicate that need evaluation of alternative is statistically
significant change when marketing mix has changed.
51
Table 4-45 Result of Coefficients hypothesis 1.3 Coefficientsᵃ Model Unstandardized
coefficients Standardizedcoefficients
t Sig. Collinearity statistics
B Std.error Beta Tolerance VIF 1 (Constant) .349 .153 2.123 .021* Product .075 .081 .068 1.425 .157 .572 1.780 Price .150 .080 .181 3.115 .002* .563 1.537 Place .095 .079 .093 1.659 .098 .589 1.712 Promotion .148 .078 .165 2.676 .008* .566 1.763 People .026 .079 -.026 -.475 .635 .564 1.597 Physical evidence
.118 .081 .149 2.586 .010* .568 1.591
Process .084 .067 .081 1.662 .096 .676 1.760 From table 4-45 indicate that independent variable marketing mix, there are
significant with dependent variable (evaluation of alternative). The factor of
marketing mix that have the most effect to evaluation of alternative is price
(sig=.002*) follow by promotion (sig=.008*) and physical evidence (sig=.010*)
Equation is Y = .349+.075X1+.150X2+.095X3+.148X4+.026X5+.118X6+.084X7 Hypothesis 1.4 Marketing mix (7Ps) has influenced toward decision making to
purchase.
Table 4-46 Result of MRA analysis hypothesis 1.4 Model Summaryᵇ Model R R square Adjusted R
square Std. error of the estimate
Durbin- Watson
1 .615 .378 .375 .40165 1.520 a. Predictors:(Constant),product,price,place,promotion,people,process,physical b. decision making purchase From table 4-46 illustrate that if marketing mix factor change one percent ,
decision of making purchase will change for 37.5 percent.
Table 4-47 Result of ANOVA hypothesis 1.4
52
ANOVAᵃ Model Sum of squares df Mean square F Sig. 1. Regression 26.683 6 26.320 35.205 .000ᵇ Residual 69.677 639 .243 Total 96.360 645 a. Dependent Variable: making purchase b. Predictors: Marketing Mix From table 4-47 indicate that decision of making purchase is statistically
significant change when marketing mix has changed.
Table 4-48 Result of Coefficients hypothesis 1.4 Coefficientsᵃ Model Unstandardized
coefficients Standardizedcoefficients
t Sig. Collinearity statistics
B Std.Error Beta Tolerance VIF 1 (Constant) .312 .110 4.193 .027* Product .133 .064 -.090 -
2.143 .023* .542 1.823
Price .219 .059 .203 3.890 .000* .551 1.579 Place .172 .065 .143 2.841 .004* .572 1.612 Promotion .376 .062 .341 6.123 .000* .543 1.863 People .119 .061 -.092 -
1.832 .068 .586 1.507
Physical evidence
.145 .058 .142 2.686 .008* .568 1.536
Process .124 .067 .091 2.123 .034* .612 1.453 From table 4-48 indicate that independent variable marketing mix, there are
significant with dependent variable (making purchase). The factor of marketing mix
that have most effect for decision of making purchase are price and promotion (both
Sig.=.000*) follow by place (Sig.=.004*), follow by physical evidence (Sig.=.008*),
then product (Sig.=.023*) and last one that significantly influence is process
(Sig.=.034*)
Equation is Y = .312+.133X1+.219X2+.172X3+.376X4+.119X5+.145X6+.124X7 Hypothesis 1.5 Marketing mix (7Ps) has influenced toward post-purchasing behavior.
53
Table 4-49 Result of MRA analysis hypothesis 1.5 Model Summaryᵇ Model R R square Adjusted R
square Std. error of the estimate
Durbin- Watson
1 .653 .436 .442 .59365 1.711 a. Predictors:(Constant),product,price,place,promotion,people,process,physical b. post-purchasing behavior From table 4-49 illustrated that Adjusted R square = .442 mean, when
marketing mix change, post purchasing behavior will change 44.2%
Table 4-50 Result of ANOVA hypothesis 1.5 ANOVAᵃ
Model Sum of squares df Mean square F Sig.
1. Regression 36.623 6 29.320 46.117 .000ᵇ
Residual 84.697 639 .301
Total 121.320 645
a. Dependent Variable: post-purchasing behavior
b. Predictors: Marketing Mix
From table 4-50 indicate that post-purchasing behavior is statistically
significant change when marketing mix has changed.
Table 4-51 Result of Coefficients hypothesis 1.5 Coefficientsᵃ
Model Unstandardized
coefficients
Standardized
coefficients
t Sig. Collinearity
statistics
54
B Std.error Beta Tolerance VIF
1 (Constant) .475 .126 7.145 .046*
Product .027 .073 .018 .435 .664 .623 1.723
Price .226 .068 .195 3.970 .000* .563 1.679
Place .089 .065 .067 1.453 .153 .592 1.903
Promotion .273 .062 .227 4.330 .000* .578 1.634
People .119 .061 .085 1.814 .070 .562 1.598
Physical
evidence
.335 .068 .302 6.111 .000* .598 1.621
Process .041 .067 -.030 -.704 .482 .631 1.862
From table 4.51 indicate that independent variable marketing mix, there are
significant with dependent variable (post-purchasing behavior). The factor of
marketing mix that have influenced the most are price, promotion and place factors
(all sig =.000*)
Equation is Y = .475+.027X1+.226X2+.089X3+.273X4+.119X5+.335X6+.041X7
Study result above is relevance to hypothesis1.5 marketing mix (7Ps) has
influenced toward decision making about post-purchasing behavior.
Table 4-52 Hypothesis testing result Hypothesis Result
H1.Marketing mix (7Ps) influenced to decision making
of customers to use beauty clinic.
Accepted
H1.1 Marketing mix (7Ps) has influenced toward
decision making about need recognition to use beauty
Accepted
55
clinic.
H1.2 Marketing mix (7Ps) has influenced toward
decision making about information search to use beauty
clinic.
Accepted
H1.3 Marketing mix (7Ps) has influenced toward
decision making about evaluation of alternative to use
beauty clinic.
Accepted
H1.4 Marketing mix (7Ps) has influenced toward
decision making to purchase in beauty clinic.
Accepted
H1.5 Marketing mix (7Ps) has influenced toward
decision making of post-purchasing behavior on using
beauty clinic.
Accepted
From table 4.52 illustrated that marketing mix (7Ps) has influenced toward
every dependent factor of decision making of consumer to use beauty clinic.
CHAPTER 5
CONCLUSION AND DISCUSSION The objective of this independent study is to study behavior of beauty
clinic’s customer in Chonburi and to prove the hypothesis that marketing mix (7Ps)
has influenced toward consumer decision. The researcher has got many knowledge
from this research such as the opinion from campus student, new vision of young
blood toward beauty technology nowadays. After all, the most invaluable benefit that
researcher get from this research is very important information for fulfill the strategies
for open beauty clinic of researcher myself.
Conclusion From the study about consumer behavior that using beauty clinic and testing
hypothesis that marketing mix (7Ps) that influence toward their decision making in
Chonburi, 300 sample selected from population who have ever use beauty clinic in
Chonburi around Burapha University.
Part1 General information
The most of beauty clinic customer are female (70%), age between 19-22
years old, have monthly expense between 5,000-10,000 Baht. So beauty clinic could
serve benefit most for young woman, with suitable price (not too expensive)
Part2 Customer behavior information of using beauty clinic.
The most of beauty clinic customers are knew and have ever use Wutthisak
clinic (42%). Main reason is the famous of the clinic (80.33%). Mostly satisfied of
service (90.67%), have no regular clinic (55.33%), mostly came to solve the acne and
melasma problem (88.67%). Most of customers visited 1-2 times per month (48%)
with uncertainty date (46.33%), in the evening (48.67%), pay by cash (92.67%), cost
around 500-1000 baht per visited (57.00%) which mostly asking their parents for
advance (52.33%), mostly pay each time (52.00%)
The most of customer’s influencer are their own decision (70.67%), came
with friend (53.33%), always use the same clinic (71.33%) ,reached the information of
beauty clinics from their friends (79.00%), found out the information before make a
56
decision (80.67%), meeting skin doctor in every appointment (65.00%),most of
customer selected branches clinic (66.00%)
Part3 The information about the marketing mix (7ps) that influenced
customers’ decision to choose the beauty clinic.
Product factor; Most of samples first rank the reason of good quality of
product (mean=4.01), follow by high technology of instruments and staff services
(mean=3.98)
Price factor; Most of samples given first rank for doctor fee and service
charge suit the quality (mean=3.96), follow by fair price of products and medicines
(mean=3.95)
Place factor; Most of samples given first rank to the reason of easy for
transportation (mean=3.91), follow by clinic set up in the shopping mall (mean=3.72)
Promotion factor; Most of samples given first rank to the discount coupon
(mean=3.78), follow by VIP card for special customers (mean=3.73)
People factor; Most of samples given first rank to the reason of good advice
and reliable from expert or doctor (mean=4.12), follow by the ability of staffs can
solve the problem very well (mean-4.09)
Process factor; Most of samples given first rank to the small waiting time to
see the doctor (mean=4.07), follow by the process of treatment continue fluently
(mean=3.96)
Physical evidence factor; Most of samples given first rank to the high
technology instruments (mean=4.15), follow by parking lot available (mean=4.03)
Part4 The information about decision making of customer using the
beauty clinic.
From the statistical assessment of customer’s decision making, illustrated
that the highest reason was many of recommendation from outside (mean=4.32) and
clinic settle in good or comfortable location (mean=4.31). The high level reason of
customer decision are huge volume of regular customer at that clinic (mean=4.16),
satisfy from the service (mean=4.15), the cost is fair (mean=4.14), professional staff
57
at the clinic (mean=4.09), clearly informed about the service from advertisement
(mean=4.03) and clinic is famous about good result (mean=3.98) respectively.
Part5 Hypothesis testing result
Statistical analyze by Pearson Chi-Square and Multiple regression analysis
which are significant at p=0.05 from the hypothesis: Marketing mix (7Ps) have
influenced to decision making of customers to use beauty clinic. Found out that
marketing mix factor (7Ps) has influenced toward decision of consumer to use beauty
clinic by 63.30 percent with significant p<0.05.
The study result is relevance to the hypothesis that the marketing mix factor
(7Ps) has influenced toward customer decision to use beauty clinic. Furthermore,
when consider in detail at each of factor from marketing mix (7Ps), at statistical
p=0.05, Physical evidence and people factors are influenced toward customer decision
the most, then follow by product, process, price, place or distribution and promotion
factors respectively.
Marketing mix (7Ps) factors B Beta t Sig.
Product factor
Price factor
Establish of place and distribution factor
Promotion factor
Process factor
People factor
Physical evidence factor
3.952
3.424
4.686
2.995
3.613
5.367
4.601
0.671
0.635
0.593
0.591
0.648
0.691
0.700
97.571
88.697
79.467
79.013
91.647
103.221
105.595
0.000*
0.000*
0.000*
0.000*
0.000*
0.000*
0.000*
Adjusted R² = 0.633, F = 2.004, p 0.000< 0.05 Table 5-1 Show statistical analyze by Pearson Chi-Square and Multiple regression
analysis of hypothesis: Marketing mix (7Ps) have influenced to decision
making of customers to use beauty clinic
58
Discussion The independent study result of “marketing mix (7Ps) has influenced to
consumers decision to use beauty clinic” has consistence with the study of Kanokwan
Thongruen (2012) who has been studied factors that affected the customer decision to
use beauty clinic in Saraburi which the result found out that marketing mix; Product
factor given to image and famous of the clinic. Price factor is cost suitable from
service quality. Place factor is easily for transportation. Promotion factor is usually
advertise via media. People factor is given importance to expertise and reliable of
doctor or healthcare professional. Process factor is fasten of service procedure.
Physical evidence is aim for the clean of clinic. As well as of Ornrattha Pornthanachai
(2005) who found the factors from Physicians’ background, quality of service
provider, environment in clinics, doctor fee and medication cost and promotions are
all main factors for customer decision. As same as Sakda Deekhampor (2010) studied
the behavior of teenage customer to use beauty clinic, found that The objective of
using beauty clinic was primarily to cure pimples and black spots on the skin. The
frequency was 1-2 times a month in the evening, mostly pay by cash, averagely 500-
1,000 Baht per each time of receiving service. The source of money paid to beauty
clinic was from their guardians. The influential person in decision making was
themselves. The person who came with was their friend. They rather used the service
of beauty clinic where is easily noticeable, and where has a branch management
system. Sikarn Bamrungsri (2007) and Kitima Tipparat (2007) also had study result in
the same direction, that Sikarn has studied “ The factors influences decision making
of customers for beauty services and spa in Silom” and found that the most of
populations are female. Main factor for coming is comfortable. Separately pay for
each service receive is more popular than pay a whole course. Different sexual and
different aged are significantly have different kind of making decision p =0.05.
Consequently, all components of the marketing mix (7Ps) influenced toward customer
decision to use beauty clinic.
Business strategy from this research.
59
From the independent study of marketing mix (7Ps) that influenced teenage
consumer decision to use beauty clinic. Researcher has suggestion to each topics.
Product factor, found out that customer given most importance to quality of
product illustrated that customer expect for their safety the most from beauty clinic, so
beauty clinics should have the most safety and effective drug to treat the customer.
Price factor, found out that customer given most importance to doctor fee
and service charge suit the quality, illustrated that customer need the fair price for
their beauty to feel like what they pay were worth for their beauty. Beauty clinic
should clearly show the price list for helping consumer decision.
Place factor, found out that customer given most importance of easy for
transportation. So beauty clinic should settle in the place that comfortable to find and
have enough parking.
Promotion factor, found out that customer given most importance on
discount coupon and VIP card and discount on special customer. But not only old
customer that clinic have to keep but new case also, beauty clinic have to focus on
new customer like giving promotion for new customer, such as giving 50 percent off
for new customer when first came from old members recommended.
Process factor, found out that most customer like small waiting time to see
doctor. So one thing beauty clinic should concern is about waiting time of every
process during service to make customer most satisfy.
People factor, found out that most customer love good advice and reliable
from doctor. That mean beauty clinic should have well recruitment of staff to gain
customer trust and keep professional image for the clinic.
Physical evidence factor, found from study that most customer weighing the
most to high technology of instrument. Beauty clinic should invest for new
technology of medicine or any other machine to gain royalty of customer. Such as, in
case of laser, should be the newest one like fractional CO2 laser.
Recommendation for further research. To make this research be continuously advance for further useful for solve
the service marketing problem, the researcher has some suggestion below.
60
1. Study in the other area, other population, in the various place. To know
what exactly consumer really want. To compare the demand at each place. The
advantage of these can help beauty business to gain more profit from their customer in
different area, different type of customer style.
2. The study could be in the different independent variable, not only
marketing mix. The other factors such as consumer behavior like, how customer care
for their skin, frequency of visiting clinic, budget for treatment each time etc. can be
the independent variable to see how they effected toward their decision.
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APPENDIX
BIOGRAPHY
Name Ms. Sasikarn Ponsawat
Date of birth September 7, 1984
Place of birth Chonburi, Thailand
Present Address House No.706/111 Paradiso Condo C, Saensuk,
Muang, Chonburi
Position held
2007-2011 Medical Representative, Sanofi Aventis (Thailand)
Ltd.
2011-2013 Therapeutic Sales representative, Pfizer (Thailand)
Ltd.
2013-present Product Specialist, Pfizer (Thailand) Ltd.
Education
2002-2007 Bachelor degree of Pharmaceutical
science.(Bsc.Pharm) Chulalongkorn University,
Bangkok, Thailand
2014-2016 Master of Business Administration (M.B.A.)
(International Program), Graduate School of
Commerce, Burapha University, Chonburi,
Thailand.
Awards
2010 Top sales award winner, Sanofi Aventis (Thailand)
Ltd. Bangkok, Thailand
2013 Team Award winner, Pfizer (Thailand) Ltd.
Bangkok, Thailand
2014 President Award winner, Pfizer Headquarter,
New York, USA.
2015 Eliquis winner, Regional award, Hongkong
2016 Dean Award, Burapha University, Chonburi,
Thailand.