MARKETING STRATEGIES OF THAI MAKE UP BRAND “MISTINE” AMONG CHINESE CONSUMERS

Abstract

This research aims to study the factors affecting consumers' decision to choose Thai cosmetics brand Mistine in China. The sample group used in this research consists of 410 young female consumers in China who are interested in using cosmetics services. A questionnaire is used as the tool for collecting data. The statistics used to analyze the data include frequency, percentage, mean and standard deviation. An analysis of differences is conducted by finding t-values and F-test, One-way ANOVA, LSD and Multiple regression analysis statistics.The results of the hypothesis testing find that consumers with different age, occupation, education level, and average monthly income exhibit distinct behaviors in their decision to purchase Mistine Thai cosmetics, with statistical significance at the 0.05 level. Among the 4P marketing factors, product strategy, price strategy, place strategy, and promotion strategy significantly influence consumers' purchase decisions for Mistine Thai cosmetics, also at the 0.05 statistical significance level.

-