Imported cosmetics industry in Thailand is expected to grow further in coming years due to rising of e-commerce and the higher consumption of imported cosmetics product from consumer of all ages in the markets. The aim of this research is to assist imported cosmetics industry to examine consumer profiles as well as study factors influencing buying behavior and purchase decision of Thai consumers toward imported cosmetics products. The factors used in this research are developed according to the theory of consumer behavior and marketing mix. The research methodology is based on quantitative analyses. The quantitative result is derived from 402 Thai respondents who purchase or ever purchase imported cosmetics products. The research is tested using Cross-Tabulation, Independent Sample T-test and One-way ANOVA. The research results show that majority of Thai respondents purchase imported cosmetics products. All marketing mix factors -- product, price, promotion and place -- influence the decision to purchase; nonetheless, they are varied for respondents in different age group. Group of younger age concerns more about place and price while group of older age concerns more of promotion and place. In the last part of this research, the recommendations consisting of marketing mix in terms of 4Ps are also provided to suggest imported cosmetics brands for further competitiveness among competitors which would be useful for the entrepreneurs or importers of imported cosmetics brands or products to better understand consumers’ needs.
