Skin whitening products purchasing intention analysis

Abstract

Skin whitening products have increasingly gained popularity in Asia especially among Thai consumers. This research investigated consumers' attitudes towards buying skin whitening products in Bangkok by employing a questionnaire as a research instrument. Copies of the questionnaire were distributed to and collected from a sampling population of 400 in Bangkok metropolitan area. Descriptive statistics and one-way analysis of variance (ANOVA) were utilized for data analysis. Our findings showed that consumers' buying intentions were affected by the following factors: brand association (quality according to the price, p = 0.018), reference group (printed advertisement, p = 0.026), retail outlet as a marketing mix (cosmetics shop with decoration, p = 0.030), pricing as a marketing mix (price as a factor to buy (p = 0.001), perception of skin whitening products as an expensive product (p = 0.000) and reasonable price to buy (p = 0.001)). Interestingly, promotional marketing and perceived quality as marketing mixes did not contribute to consumers' intention to buy skin whitening products. Towards the end of this study, a refined research model frame is offered and a discussion is provided. © 2014 Academic Journals Inc.