งานวิจัยการตลาดเรื่องปัจจัยทางการตลาด (7Ps) ที่มีผลต่อ พฤติกรรมการใช้บริการคลินิกเวชกรรมเสริมความงามด้านผิวพรรณ ของผู้บริโภคในเขตกรุงเทพมหานคร / วิภรณ์รัตน์ ตรีวัชรานนท์=Marketing Factors Affecting for Consumers Behavior of Decision Making on Aesthetic Clinic in Bangkok / Wipornrut Treewacharanon
This market research is a survey research used to identify marketing factors that impinge on customers in aesthetic clinic in Bangkok. The researcher classifies the customers into different characteristics by prioritizing importance of the marketing factors (7Ps). The questionnaire is rectified into appropriate way and testified the data reliability by measuring coefficient of alpha. The researcher also investigates the relationship between chi-square analysis of demographic factors and the customers classified by the importance of the marketing factors. The relationship between the importance of the marketing factors and the customers’ behavior in the aesthetic clinic are also examined in this study. The result of the research reveals that the importance of the marketing factors can be grouped into 4 main categories: Solution Orientated, Deal Orientated, Outliner and All Around. The sample group of our research has different characteristics such as gender, age, status and career. Furthermore, these four groups demonstrate different decision-making behavior for selecting the clinic (e.g. brand, number of time, and source of information). The researcher believes that the result of this study will be beneficial for aesthetic clinics in order to improve their operation by creating marketing strategy and communication into different groups properly.
