THE IMPACT OF FACTORS ON GENERATION Y AND GENERATION Z CHINESE CONSUMER ‘S PURCHASE INTENTION OF THAI LOCAL PERFUME

Abstract

This study investigated the factors of the 4P Marketing Mix, Social Media Marketing, and Brand Image on Chinese consumers’ purchase intentions for Thai local perfumes, with a specific focus on generational differences between Generation Y and Generation Z. Using data from 400 respondents, the research employed statistical methods including reliability and validity analysis, correlation analysis, and regression analysis to test hypotheses. The findings revealed that the 4P Marketing Mix has a significant positive impact on purchase intention, with Place and Promotion being the most influential components. Social Media Marketing and Brand Image also showed strong positive effects, particularly among Generation Z, who exhibited higher engagement with digital content and cultural branding. Generation Y, by contrast, emphasized product quality and value alignment. This study contributes to marketing literature by highlighting generational differences in marketing responses and offers practical insights for tailoring marketing strategies in a competitive global market. Future research should explore other cultural contexts, employ longitudinal methods, and integrate qualitative approaches to deepen understanding.

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