MARKETING MIX (7PS) TOWARD CONSUMER DECISION OF …

MARKETING MIX (7PS) TOWARD CONSUMER DECISION OF USING

BEAUTY CLINIC: CASE STUDY OF TEENAGE CONSUMER

DECISION MAKING OF USING BEAUTY CLINIC

AROUND BURAPHA UNIVERSITY

SASIKARN PONSAWAT

AN INDEPENDENT STUDY SUBMITTED IN PARITTED IN

PARTIALFULFILLMENT OF THE REQUIREMENTS FOR

THE MASTER OF BUSINESS ADMINISTRATION

(INTERNATIONAL PROGRAM)

GRADUATE SCHOOL OF COMMERCE

BURAPHA UNIVERSITY

JULY 2016

COPYRIGHT OF BURAPHA UNIVERSITY

ACKNOWLEDGEMENT

The author is grateful to thank Dr. Nont Sahaya for his invaluable advice

and his patient proofreading towards the completion of this independent study.

Furthermore, I also sincerely thank Dr. Supasit Lertbuasin, Dr. Sawitree Bintasin and

Dr. Malai Kornkeuwsomneuk for their kindness in useful suggestion to complete this

independent study.

I would also like to extend my sincere thanks to Dr. Krit Jarinto, Dr. Teetut

Trisirichod and Dr. Sakchai Chanruang for their helpful suggestions and correction on

the questionnaire. Their ideas are so useful that this independent study become more

helpful for beauty clinic strategy in personnel.

Special thanks go to the owner of beauty clinic, managers, and staffs of all

clinics around Burapha University and Burapha University students which gave their

very kind and informative answers to the questionnaires.

Additionally, unforgettable thanks to all my MBA Inter14 friends, especially

to Ms. Supaporn Tapolngam and Ms. Phatchara Boonanun who always giving me the

best support for finish study. I would like to thank those whose names are not

mentioned here but have greatly inspired and encouraged me until this independent

study comes to the end.

Sasikarn Ponsawat

iv

57740006: MAJOR: BUSINESS ADMINISTRATION; M.B.A.

(INTERNATIONAL PROGRAM)

KEYWORDS: MARKETING MIX/ CONSUMER DECISION BEHAVIOR/

BEAUTY CLINIC

SASIKARN PONSAWAT: MARKETING MIX (7PS) TOWARD

CONSUMER DECISION OF USING BEAUTY CLINIC. ADVISORY

COMMITTEE: NONT SAHAYA, Ph.D. 57 P. 2016.

The purposes of this independent study were to examine relationships

between marketing mix factors towards decision selecting beauty clinic in teenage

population.

The samples used in this independent study are teenage who used a beauty

clinic both male and female student 300 samples in Burapha University with values of

0.938 and reliable detection accuracy of a panel of the experts. As a tool to collect

data. The statistics used in data analysis is primarily descriptive statistics were

percentage, mean, standard deviation. And citation statistics were used to test the

hypothesis that the significance level of 0.05 is the Pearson chi-square analysis and

Multiple Regression Analysis.

The results are the most important reason to use the service to solve the skin

problem like acne and melasma. Each marketing mix factors affecting the decision to

adopt a beauty clinic, what factors presented by the side of things, physical evidence

and people affect the decision for most beauty clinics, followed by the product,

process, price, place and promotion respectively.

CONTENTS

Page

ABSTRACT ………………………...……………………………………………. iv

CONTENTS .……………………………………………………………………... v

LIST OF TABLES ………………………………………………………………... vii

LIST OF FIGURES………………………………………………………………... ix

CHAPTER

1. INTRODUCTION………………………………………………………….… 1

Background and significant of the study……………………………….… 1

Objective of the study……………………………………………….….... 3

Expected benefit………………………………………………………..... 4

Definitions…………………………………………….............................. 4

Conceptual framework……………………………………...................... 4

Hypothesis……………………………………………………………….. 5

2. LITERATURE REVIEWS……….………………………………………..... 6

Consumer behavior……………………………………………………… 6

Consumer behavior analysis…………………………………………….. 8

Service marketing mix theory………………………………………........ 9

Decision making concept and theory…………………………………..... 12

Related studies………………………………………………………...... 13

3. RESEARCH METHODOLOGY…………………………………….…...... 17

Population and samples…………………………………………………. 17

Research instruments………………………………………………….. 17

The method of quality checking on research instruments…………........ 19

Data gathering…………………………………………………………... 20

Data analysis…………………………………………………................. 21

4. RESULTS…………………………………………………………….…….. 22

Part1 General information………………………………………..…….. 23

Part2 Consumer behavior information of using beauty clinic around

Burapha University………………………………………………. 25

VI

CONTENTS (CONTINUE)

CHAPTER Page

4. RESULTS

Part3 The information about the 7Ps that influenced customers’decision

to choose the beauty clinic………………………………....…...... 37

Part4 The information about decision making before use the beauty

clinic…………………………………………………………….... 43

Part5 Hypothesis testing result...……………………………..………… 44

5. CONCLUSION AND DISCUSSION…………….………………………. 55

Conclusion……………………………………………………………... 55

Discussion………………………………………………………..……. 58

Business strategy from this research………………………………….. 58

Recommendation for further research………...……………...………... 59

BIBLIOGRAPHY………………………………………………………………… 61

APPENDIX……………………………………………………………………..... 63

BIOGRAPHY…………………………………………………………………….. 76

VII

LIST OF TABLES

Table Page

1-1 Consumer behavior analysis………………………………………………… 8

2-2 Number of quota sampling…………...………………………………........... 18

3-3 Scoring Questionnaire……………………………………………................ 19

4-4 Averaging score with interpreting………………………………………..... 19

4-1 Reliability result of questionnaires…………………………………………. 22

4-2 Number and percentage of samples separate by gender……………………. 23

4-3 Number and percentage of samples separate by age……………………….. 23

4-4 Number and percentage of samples separate by income per month………... 24

4-5 Number and percentage of samples separate by beauty clinic they knew or

used to have service…………………………………………………..…..... 25

4-6 Number and percentage of samples separate by their reason of choosing…... 26

4-7 Number and percentage of samples divided by the regular of using clinic….. 27

4-8 Number and percentage of samples separated by their satisfaction of using

service at beauty clinic…………………………………………..........…….. 27

4-9 Number and percentage of samples separated by objective of using beauty

clinic………………………………………………………………………... 29

4-10 Number and percentage of samples separated by frequency of visited beauty

clinic……………………………………………………………………….… 29

4-11 Number and percentage of samples separated by day of visiting beauty clinic 29

4-12 Number and percentage of samples separated by period of time of having

service at beauty clinic……………………………………………………... 30

4-13 Number and percentage of samples divided by payment method……........... 30

4-14 Number and percentage of samples divided by average cost of one time

using beauty clinic………………………………………………….…......... 31

4-15 Number and percentage of samples divided by whom taking care of expense

when using beauty clinic……………………………………………….…... 31

4-16 Number and percentage of samples divided by type of payment for beauty

clinic………………………………………………………………….…… 32

VIII

LIST OF TABLES (CONTINUE)

Table Page

4-17 Number and percentage of samples divided by the influencer for making

decision to using service at beauty clinic………............................................ 32

4-18 Number and percentage of samples divided by companion their came with

while visiting beauty clinic…………………………………………………. 33

4-19 Number and percentage of samples divided by beauty clinic they have

been visited………………………………………………………………….. 33

4-20 Number and percentage of samples divided by media that they found

information of beauty clinic…………………………………………...….... 34

4-21 Number and percentage of samples divided by the way decide to use service

at beauty clinic………………………………………………..……………. 34

4-22 Number and percentage of samples divided by their behavior of visiting

beauty clinic…………………………………………………………….…... 35

4-23 Number and percentage of samples divided by reason they came to beauty

clinic…………………………………………………………...……………. 35

4-24 Number and percentage of samples divided by management system of

beauty clinic they choose………………………………………… ………. 36

4-25 Number and percentage of samples divided by their decision of visiting

clinic at the next time…………………………………………………........... 36

4-26 Number, percentage, mean and standard deviation of product factor……...... 37

4-27 Number, percentage, mean and standard deviation of price factors…………. 38

4-28 Number, percentage, mean and standard deviation of place factors………… 39

4-29 Number, percentage, mean and standard deviation of promotion factors...… 39

4-30 Number, percentage, mean and standard deviation of people factors……….. 40

4-31 Number, percentage, mean and standard deviation of process factors…..…. 41

4-32 Number, percentage, mean and standard deviation of physical factors…….. 42

4-33 Number, percentage, mean and standard deviation of decision making……. 43

4-34 Result of MRA analysis of Hypothesis1……………………………………. 45

4-35 Result of ANOVA Hypothesis1………..………………………………......... 46

IX

LIST OF TABLES (CONTINUE)

Table Page

4-36 Result of Coefficients Hypothesis1.………………………………...…....... . 46

4-37 Result of MRA analysis hypothesis 1.1…………………………..….……… 47

4-38 Result of MRA analysis hypothesis 1.1…………………………………….. 47

4-39 Result of coefficients hypothesis 1.1 …………………………………….... 48

4-40 Result of MRA analysis hypothesis 1.2…………………………………..… 48

4-41 Result of ANOVA hypothesis 1.2 ………………………………………..… 49

4-42 Result of Coefficients hypothesis 1.2 …………………………………..….. 49

4-43 Result of MRA analysis hypothesis 1.3 …………………………………..... 50

4-44 Result of ANOVA hypothesis 1.3 ……………………………………….... 50

4-45 Result of Coefficients hypothesis 1.3 …………………………………...….. 51


4-47 Result of ANOVA hypothesis 1.4 ………………………………………..... 52

4-48 Result of Coefficients hypothesis 1.4……………………………………..... 52


4-50 Result of ANOVA hypothesis 1.5 ………………………………………..... 53

4-51 Result of Coefficients hypothesis 1.5…………………………………..…… 54

4-52 Hypothesis testing results ………………………………………………..… 55

X

LIST OF FIGURES

Figure Page

1. The number of beauty clinic in Thailand during Year 2010-2015…………. 1

2. Pie graph illustrate segmentation of beauty clinic in Thailand……….……. 3

3. Conceptual Framework of the study……………………………………….. 4

CHAPTER 1

INTRODUCTION

Background and significant of the study The growth of beauty market with total capitalization around 20,000 million

baht (Setharuk, 2015) still continuously, because consumer behavior in present day

pay attention at value of appearance and beauty more than the previous. Moreover in

term of beauty, consumers prefer to receive counseling from medical professionals

and healthcare professionals. Not just only come and buy the beauty products like

before. Most people want to ensure the safety and reliability of services and

products that guide the way to the beauty clinics. They have to launch the new

strategy and new innovations to feed customers’ need. The main problem that bring

customer to beauty clinic is skin problem. Whitening solution is most popular for Thai

teenager, this kind of trend came from Japan and South Korean.

116,088 121345 126865 128743 133,562 139,765

2010 2011 2012 2013 2014 2015

number of beauty clinics in Thailand

Figure 1 compare the number of beauty clinic in Thailand during Year 2010-2015

From the 2010 Business Trade and services survey whole kingdom, National

Statistical office, Ministry of Information and communication technology. Revealed

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that number of establishment beauty clinic are 116,088 clinics, while in the 2015

growing up to 139,765 clinics (20% growth), that mean these kind of service become

more popular than before.

Customers can be define into 2 groups;

1 Selves selection: around 70% of all, customer can find product on their

own in several way, this group will growth not more than 10% in 2015

2 Customers that need safety and reliability in the product that will take care

of them. This kind of customers will need recommendations from professional or skin

specialty: around 30% of all.

Not only the market that growth continuously, the trend is also obviously

that the customer group that need safety and reliability of beauty product have

changed from high class customers to middle class customers. That kind of trend

effect to the penetration of beauty clinic to expand market to rural area and also adapt

the strategy for each branches (Kummalapruek, 2014)

The competitiveness of beauty service business is highly competitive due to

the new comer operators into the market. And competition from hospital operate.

Each operators try to increasing its branches and adopting new methods for treatment

and also push marketing strategy and advertisement to impact the target customers.

Wuttisak clinic focus more on beauty customers than facial treatment

customers. While Nitipon clinic (almost same strategy as Rajdhevee clinic) focus on

facial treatment more than beauty booster (chonwatta, 2013).

Present day, Acne clinic and beauty clinic have very high competition.

There are around 10 famous and popular clinics that penetrate the branches more than

400 branches all over Thailand. From original that pay attention only on female

customers, today all beauty clinics focus on male customer also. Not only people in

working age, but teenager seems to come to beauty clinics much more than before

(see from the long queue in popular clinics) to make the acne treatment, minor

surgery. The teenager have not high purchasing power, but volume (per head) are

very high (Sithiluck, 2012)

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28%

17%5%7%

26%

17%

branches

Wutthisak

Nitipon

Pornkasem

Rajdhevee

MorMounchon

Medicare

Figure 2 Pie graph illustrate segmentation of beauty clinic in Thailand (National

Statistical of Thailand, 2015)

Since joined the part of ASEAN 2015, Thailand is an emerging country for

economic growth that include beauty market. Thai business community is aiming for

is the expansion of investment abroad and with this such opportunity, Wuttisak Clinic,

a well-known beauty clinic is one of the company’s that is eager to invest and expand

their branches via abroad. They already opened new branches in Laos, and Cambodia

last year.

Thailand's beauty clinic business has grown upward by an average of 20%

per year in the past five years. Therefore it is interesting to study whether marketing

mix factors (7Ps) can influence consumer behavior that using beauty clinics or not?

And from the information of statistics that let us know that the rate of beauty clinics

customers have been raise continuously every years in last 10 years, what strategy do

they made for marketing?. To be useful for who Interested parties to open Beauty

Clinic (especially for myself), to realize the real need of customers. Furthermore the

data will be useful for development marketing strategy for beauty clinic in the future.

Objective of the study 1. To study the decision of the beauty clinics’ teenage customers.

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2. To study the influence of 7Ps toward consumer behavior in term of decision

making to use service at beauty clinics.

Expected benefit The result of the study can be useful for the executive of beauty clinic to

modify for their marketing strategy.

Definitions Consumer decision. The consumer decision-making process consists of five

steps, which are need recognition, information search, evaluations of alternatives,

purchase and post-purchase behavior. These steps can be a guide for marketers to

understand and communicate effectively to consumers.

Beauty Clinic mean the place that provide all services for beauty by

professional and skin doctor to advice and do anything for treat all the skin problem

such as IPL ( Intense Pulse Light ), Laser, Injection by the doctor for the right way of

treatment with right scientific guideline.

Marketing mix factor include product, place, promotion, physical

evidence, process and people. These all effect the market movement of business in

one or many ways.

Conceptual frame work Independent factors Dependent Factor Marketing Mix Decision making Product Price Need recognition Place Information search Promotion Evaluation of alternative People Purchase decision Process Post purchasing behavior Physical environment Philip Kotler ,2003 Schiffman and Kanuk, 1994 :659

5

Figure 3 Conceptual framework of the study

Hypothesis

Marketing mix (7Ps) have influenced to decision making of teenage

customers to use beauty clinic.

CHAPTER 2

LITERATURE REVIEW

This independent study is all about Marketing mix theory (7Ps) that has

influenced to teenage consumers decision to use beauty clinic. The composition are;

1. Consumer behavior

1.1 Consumer behavior analysis.

2. Marketing mix theory (7Ps)

2.1 Marketing mix analysis.

3. Consumer decision making process.

Definition of consumer behavior 1. Consumer behavior

Consumer behavior is the study of person by individuals, groups, or by

organizations to the process of how they select or use the products, services, how they

experiences, what kind of ideas they gain to satisfy needs and the impacts that these

processes have on the consumer and society. (Sabine, 2012, p 110)

Consumer behavior are the mixture of psychology, sociology, marketing and

economics. To understand the decision-making processes of buyers, both individually

and in groups such as how emotions affect buying behavior by studies characteristics

of individual consumers such as demographics and behavioral variables to understand

people's wants. There are also tries to examine influences on the consumer from

groups such as family, friends, sports, reference groups, and society in general.

(Kahle, 2011)

Behavior occurs either for the individual, or a group (e.g., friends influence

what brands of cars a person drive) or an organization (buyer of the company make

decisions which kind of products the firm should buy).

Consumer behavior try to understand the use of products as well as the study

of how they are purchased. Product use is often great interest to the marketer, because

they influence how is best positioned or how we can encourage increased buyer

volume. Since many environmental problems result from product disposal (e.g., motor

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oil being sent into sewage systems to save the recycling fee, or garbage piling up at

landfills) this is also an area of marketer interest. The impact of consumer behavior on

society is also of relevance. For example, aggressive marketing of high cholesterol

foods, or aggressive marketing of easy loan, may have serious consequences for the

national health and economy problem.

There are four main requisitions of consumer behavior, the most is for

marketing strategy i.e., for making best promotion or campaigns, by understanding

that consumers are more accessible toward meal advertising when they are hungry,

we learn to schedule soap advertisements in the afternoon. By understanding that new

products are usually beginning purchased by a few consumers and only spread later,

and then only gradually, to the rest of the population, (1) companies that introduce

new products must be well financial support so that they can stay afloat until their

products become a commercial success and (2) it is important to initial customers,

since they will in turn influence many subordinated customers’ brand choices.

Customer behavior study is based on consumer purchasing behavior, with

playing the three distinct roles of user, payer and buyer. Research has shown that

consumer behavior is difficult to predict, even for experts in the field (Armstrong,

1991). Relationship marketing is an influential asset for customer behavior analysis as

it has a keen interest in the re-discovery of the true meaning of marketing through the

re-affirmation of the importance of the customer or buyer. A greater importance is

also placed on consumer retention, customer relationship management,

personalization, customization and one-to-one marketing. Social functions can be

categorized into social choice and welfare functions.

Each method for vote counting is assumed as social function but if Arrow’s

possibility theory is used for a social function, social welfare function is achieved.

Some specifications of the social functions are decisiveness, neutrality, anonymity,

monotonicity, unanimity, homogeneity and weak and strong Pareto optimality. No

social choice function meets these requirements in an ordinal scale simultaneously.

The most important characteristic of a social function is identification of the

interactive effect of alternatives and creating a logical relation with the ranks.

Marketing provides services in order to satisfy customers. With that in mind the

8

productive system is considered from its beginning at the production level, to the end

of the cycle, the consumer (Kioumarsi, 2009).

1.1 Consumer behavior analysis Table 1-1 the 7-questions (6W’s 1H) for answer seven items about consumer

behavior (Kotler, 2003, p. 180)

Question (6W’s 1H) The answer to know

(7Os) Marketing strategy

1. Who is in the target market?

Occupants of target group including 1. Demographic 2. Geographic 3. Psychology 4. Behavior

Marketing Mix include product, price, place, promotion for satisfying the target group

2. What does the consumer buy?

Objects to consumer buy; who want product component & competitive differentiation

Product strategies including 1. Core product 2. Tangible product such as quality, feature style, packaging and brand 3. Augmented product 4. Expected product 5. Competitive differentiation product

3.Why does the consumer buy?

Purchasing objective of consumer, for physical &psychology need that study in physical factor, social, culture and personality

Product strategies 1. Promotion strategies I including advertising, personal selling, public relation 2. Price strategies 3. Distribution channel strategies

4. Who participates in the buying?

Influence organization including people to 1. Initiator 2. Influencer 3. Decider 4. Buyer 5. User

Advertising and promotion strategies to influence organization

5. When does the consumer buy?

Occasions such as during seasonal of festival time

Promotion strategies relate to occasions

6. Where does the consumer buy?

Outlets such as dependent

Distribution channel

9

store, convenience store and discount store

strategies for suitable middle man to consumer

7. How does to consumer buy?

Operation including 1. Problem recognition 2. Information search 3. Evaluation of alternative 4. Purchase decision 5. Post purchase evaluation

Promotion strategies including advertising, personal selling, public relating and direct Marketing

Table 1-1 (continued) the 7-questions (6W’s 1H) for answer seven items about

consumer behavior (Kotler, 2003, p. 180)

2. The service marketing mix 7Ps theory

The service marketing mix is a combination of the various elements of

services marketing that firm use to interact their internal organization and message to

customers. The mixture consists of the 7 P’s; Product, Price, Place, Promotion,

People, Process and Physical Evidence. The service marketing mix, also practice the

service that the business offers just as it would treat a product. While the first 4 P’s

are involved in product marketing, the remaining 3 P’s focus attentionally on services

and strengthening customer satisfaction.

The 4 P’s have been confederated with the Marketing Mix since creation by

E. Jerome McCarthy in 1960.There are;

Product-The Product should perfect fit for customer need, it should work

and it should solved the consumers’ problems.

Place- The product should be easily to find from where your target consumer

shopped, may be High Street, Mail Order or the more current option via cyberspace or

an online shop.

Price- The Product should always represent their worth for customer’s

money, not necessarily mean it should be the cheapest one but what customers are

happy to pay a little more for something that really work for them.

Promotion- Public relation, Sales Promotion, Personal Selling and, in most

of the times, social media are likely to be the key communication tools. These tools

should be used to set across the organization’s message to the correct listener in the

10

things that they would like to hear, whether it be informative or appealing to their

emotions.

The late 70’s, there was widely announced by marketers that the marketing

mix should be updated for more components. This bring to create the extended

marketing mix in 1981 by Booms & Bitner which added 3 new components to the 4

P’s Principle. So, the 7 P's Marketing Mix Model .The extended 7 P’s are:

People-The companies are rely on the people/staff who stand for them from

front line Sales staff to the Managing Director. Having the right people is necessary

because they are the main part of business offering as the products/services are

offering.

Processes-The delivered of service is done with the repeated customers so

the process is very important for customer satisfaction.

Physical Evidence-Almost services include physical elements of what the

consumer is paying for is intangible. For example a hair salon would provide their

client with a completed hairdo and an insurance company would give their customers

some form of printed material, they are still receiving a “physical product” by this

definition.

Kotler, (2003,p. 16) also said that Marketing mix is variable that control the

market. Variable factor that supply the consumer need and make them satisfy.

Another author (Roungrujira, 2000, p.29) Marketing mix is the important composition

to make the flow or control of marketing process. Business must create suitable

marketing mix to construct marketing strategy.

Kuharojananont (2002,p.16) also given definition that Marketing mix is

controllable factor and can be transformed or adjusted to fit the suitable environment.

To make the business survive or can possibly mean that marketing mix is the

marketing tools to response the target consumer need, make them satisfy and happy

(Saereerat, 1998)

2.1 Marketing mix analysis

The principle key to analyze the marketing strategy follows under the 4Ps

of marketing should consider and analyze all major product decisions that carried out

including quality, features, options, style, brand name, packaging, sizes, after-sales

services, warranties, returns, etc. Moreover, the firm's position, such as marketing

11

strategy in the market, can be selected on the product mix including width, length,

depth and consistency (Proctor, 2005). Width is the number of lines the firm carries,

for example Sony has various lines including TV, video, cameras and laptops. Length

is the number of items in the product mix, for example Toshiba has different types of

TVs and laptops. Depth is the number of variants of each product offered in the line

such as clock radios, car radios and pocket radios. Finally, consistency is how closely

related the various product lines are in terms of the use to which they are put, more

commonly including electrical and entertainment products. So, using these bases for

product strategy classification will lead to easy and effective analysis. Finally, one

should try to identify what the company is actually focus on its product. There can be

three possible product strategies in a company's action (Proctor, 2005). Either it aims

the product at the market such as iPhone with new mobile phones to cater for the

business class; it can be given a "face lift" such as Clarins attempt with more

customer-specific products; and it can be withdrawn, discontinued or eliminated such

as Sanofi-Aventis has withdrawn its unpredictable side effect of anti-obesity drug.

For pricing analysis, the key is to correlate its pricing strategy with its

product position in the market. The company may use various pricing strategies such

as penetration, skimming, competition-based pricing, psychological pricing, price

wars, etc (Proctor, 2005). A company uses penetration prices if its product is new to

the market so it may set up low prices to increase market share.

For placement analysis requires the knowledge of a company's

distribution channels, for instance analysis of the fact that a company is communicate

middleman or not. However, industrial producers such as Airbus may opt for direct

distribution considering the limited number of customers. Similarly, company may be

using a specific intermediary if the ease, reliability, image of the particular outlet, the

way in which it performs and the deals which can be struck with the distributor are

satisfactory.

Finally, promotion analysis is to identify the communication objective

that the company is focusing on. There can be multiple communication objectives that

can be identified. One should analyze how the promotion strategy is aimed at creating

awareness of the product or service, provision of product information, brand

recognition, gaining access to a target customer that is inaccessible to a sales

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representative, evoking desire for a product or service, creating a reminder or to allay

cognitive dissonance (Proctor, 2000). Once the communication objective is identified,

then it is easy to analyze the message and the promotional mix that is used by the

organization including advertisement, sales promotion, publicity and personnel

selling.

Information for marketing mix analysis conclusion

Marketing mix analysis is a fundamental step towards effective strategy.

Where other analysis are more related to environment and feasibility analysis, the 4 Ps

of marketing including the product itself, pricing, placement and promotion are the

four wheels of the vehicle on which the path of an organization's marketing success is

actually dependent.

2.3 decision making variable concept and theory

Khaoprasert (2006;Samitikrai, 2010) explained that consumer decision

process are the steps of buying or having service of consumer which choose sources

of buying and choose the way to pay.

Pre-purchase process of product or service from the alternative options

have 4 steps which are

1. Realize the problem. The demand in consumers’ mind with the

necessary to use the product or service to solve their problem. It is arousing

acknowledgement from one or many source like person, place, product, etc. Occur

acceptance of data choosing, received and understanding in choosing information.

2. Searching for information. Consumer finding more information prior

purchasing decision, which are receive information, observation, collect data in their

mind.

3. Alternative consideration. Searching for option and selection the

product or service from the total options. Need to solve the problem which are the

beginning of decision process, to help consumer make their alternative assessment.

There are the process of analyze and filter the data to end up with respond for the

arousement.

4. Purchase decision. The decision making from the imagination in

consumer’s mind, lead to changing of personality, way of life, selves concept.

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Sometimes the decision making for their own need, sometimes decision from the

quality of product or service, or even for social side which is decided from the famous

of product, on fashion to fulfill consumer happiness. Or purchase from their royalty.

The recognizing of problem or consumer need will happen when they see

the differences clearly between ideal state and real state. Then consumer will

searching for all information to solve their problem or fulfill their need, to find the

way that suitable for themselves. After all assessment the alternative, they will finally

decide which brand they will buy.

The important reasons or factors to make consumer purchase decision are 2

of these.

1. Purchase from the reason.

Comparative of product or service profile before making decision to buy.

Analyzing the information, compare between valuable after purchase. This kind of

decision making usually have in male more than female because male are quite

steadier in mood than female.

2. Purchase from the emotion.

Usually happened in female more than male. This type of decision are

immediate after accept some information that impact or stimuli demand gland. For

example, when women saw sale advertisement in front of beauty clinic, they will

decided to use the service abruptly.

Related Studies Kulpadee (2007) had studied “What kind of factors that influence decision

in using beauty clinic in Ubonrachathani Council, Ubonrachathani Province”. The

samples are 12 beauty clinics customers in the Ubonrachathani council area, which

are 400 samples. The study found that almost of the customers are 21-30 years ,

female, teenage students or bachelor degree students, income per month is around

3,001-6,000 Baht, single. The objectives of using beauty clinic are acne treatment,

maelasma treatment which are expected to see the doctors. Average attended the

clinics are 1-2 times per month and pay around 500-1,000 Baht. Main influencer of

the customers are their friends (word of mouth ). Main factor that impact the

customers decision are service, price, distribution channel, service providers. Physical

14

evidence is the most impact but promotion are just medium level of impact the

customers decision. The coefficient correlation between predictors in service

provider, products,and physical evidence are 55.4% significant p=0.01.

Tipparat (2007) had studied “ Behavior of beauty clinic user in Amphur

Maung, Pang-nga province” The samples are 200 beauty clinic customers in Amphur

Maung, Pang-nga. The result found that main populations are females, age 20-25

years, bachelor degree, occupation are private sector employees and government

employees, income are around more than 15,001 baht/month, main service is facial

massage. Main reason are the famous of clinic and friend recommendations, alone or

come with closed friend. Skin professionals are main influencer in service decision.

Frequency of service are 1-2 times per month and pay 500-1,000 baht each time. Most

crowed of customers period is 18.00-21.00 ( evening). Main factor for coming is

comfortable. Separately pay for each service receive is more popular than pay a whole

course. Different sexual and different aged are significantly have different kind of

making decision p =0.05.

Bamrungsri (2007) had studied “ The factors influences decision making of

customers for beauty services and spa in Silom”. The samples are 405 customers in

beauty services and spa in Silom area. Found that most of populations are female, age

30-39 years, single, bachelor degree, occupations are banking and private company

employees, average salary is 30,001-40,000 baht per month, live in single house. The

opinions about marketing mix are; people, product, price and physical evidence are

highest agree, but place and promotion are agree. About behaviors , found that in spa,

most customer choose is Thai massage for relaxing. Most customer receive the

information from newspaper, magazines. The frequency of services are 6 times per 3

months and pay around 1,290 baht each and the most influencer for decision are

customers themselves.

Pornthanachai (2005) had studied “Important factor toward making decision

for using treatment at Doctor Parinya clinic in Chonburi”. The samples are 280

patients in docter Parinya clinics which are 3 branches in Chonburi. She found out

that most are females age between 20-25 years, the occupations are private company

employees. Most of patients were attended weight loss programs. Most samples said it

was work. Main influencer for using such treatment are word of mouth from their

15

friends. The factors from Physicians’ background, quality of service provider,

environment in clinics, doctor fee and medication cost and promotions are all main

factors for customer decision in high level. Very rare case are found that treatment did

not work. If look at the opposite side, main problem from customers are cost, and

second are individually physicians.

Deekhampor (2010) aimed to study behaviors of teenagers in Mueang

Chiang Mai District in using service of beauty clinic by adopting questionnaires in

collecting data. He found that most of respondents were female (70%) and male

(30%). The range of ages was between 19-22 years. Educational background were in

senior high school or high vocational school, having an average income of 5,000 baht.

With the behavioral aspect, the great majority of the respondents knew and has used

the service of beauty clinic in Mueang Chiang Mai, that specifically is Wuttisak

Clinic, where is commonly admitted and satisfactory recently. The objective of using

beauty clinic was primarily to cure pimples and black spots on the skin. The

frequency was 1-2 times a month in the evening, mostly pay by cash, averagely 500-

1,000 Baht per each time of receiving service. The source of money paid to beauty

clinic was from their guardians. The influential person in decision making was

themselves. The person who came with was their friend. They rather used the service

of beauty clinic where is easily noticeable, and where has a branch management

system.

Thongruen (2012) has studied factor that effected customer decision to use

beauty clinic in Saraburi. The study result found out that most of customer are 21-30

years old, married, educational are below or equal to high school, income 10,001-

20,000 baht per month. The factors which affected to decision to use beauty clinic are;

Product factor given to image and famous of the clinic. Price factor is cost suitable

from service quality. Place factor is easily for transportation. Promotion factor is

usually advertise via media. People factor is given importance to expertise and

reliable of doctor or healthcare professional. Process factor is fasten of service

procedure. Physical evidence is aim for the clean of clinic. About the customer

behavior, most customer are weight the reason of skin treatment to maintain good

condition of skin, most frequently program customer choose is skin scrub and skin

wrap, prime time is 16.00-18.00 pm. Most influencer for customers are themselves.

CHAPTER 3

METHODOLOGY

The study that whether 7Ps has influenced customer decisions to use beauty

clinics or not. This chapter will focus about research methodology; include of area of

the study, method or tools for the study and statistic for analyze the data.

The methods are;

1. Population and sample.

2. Research instruments.

3. The method of quality checking on research instruments.

4. Data gathering.

5. Data analysis.

Population and sample 1.1 Sample selection

Population for this study are 300 Burapha University students. The selecting

will be use quota sampling. The reason why I choose Burapha’s students because the

various of demographic of the student. The student can come from all over the

country, so the result from the study can also manipulate to the main part of teenage

that using beauty clinics.

Research instrument 1. Data scope

This topic will study the factors that influence the decision of students to use

beauty clinic around Burapha University. By Marketing mix factors (7Ps) that

influenced to consumer behavior.

2. Population scope

Burapha University students,

3. Population size and the selection

This study assume population scale from sample size tables of Seymour

Sudman (Ruenrom,1997, p. 169) that use 300 samples by convenience sampling with

interview the students that recently have services in beauty clinics.

18

The place for collect the data Clinics around Burapha University;

North; From Sukhumvit intersection along Long Had Bangsaen Road to

Bangsaen beach.

South; Along Nadedee Road to Wornnapa beach.

East ; From Nadedee Road to Mabmayom Road along to Long Had

Bangsaen intersection

From Sukhumvit Road to Santikasem Road, Santikasem Soi2 and

Santikasem Soi3.

West; W1: Thio Son Road

W2: Long Had Bangsaen Soi1

W3: Bangsaenlang Road

W4: Bangsaen Sai1 Road. Table 1-2 Number of quota sampling

Area

description Sampling

North Sukhumvit intersect along Long Had Bangsaen Road to Bangsaen beach. 75 South Nadedee Road to Wornnapa beach 75

East Nadedee Road to Mabmayom Road along to Long Had Bangsaen intersection Sukhumvit Rd to Santikasem Rd, Santikasem Soi2 and Santikasem Soi3. 75

West W1: Thio Son Road W2: Long Had Bangsaen Soi1 W3: Bangsaenlang Road W4: Bangsaen Sai1 Road. 75

4 Collect the data 4.1. Primary data collect from the questionnaire 300 samples.

4.2. Secondary data collect from reviewed the literature, relative research

such as the document, data bases, websites etc.

5 Tools for study

From three parts of questionnaire.

19

Part 1 General information; gender, age, status, education and monthly

income.

Part 2 Questionnaire about 7Ps (Product, price, place, promotion, people,

physical evidence, process) that influenced customer behavior.

Part 3 Questionnaire about decision making to use beauty clinic. Scoring Questionnaire

To study factor that influences the students behavior of choosing beauty

clinics around the university, the questionnaires are rating scales that included rating

of how important for each factors. (Ruenrom, 2006, p. 122)

Table 1-3 Scoring questionnaire

PRIORITY SCORE

Most Important More Important Moderately Important Less Important Least Important

5 4 3 2 1

Criteria for Evaluation

The scores will be analyzed on average. The interpretion of the average will

be;

Table 1-4 Average score with interpretion

AVERAGE PRIORITY 4.50 - 5.00 3.50 - 4.49 2.50 - 3.49 1.50 - 2.49 1.00 - 1.49

Most Important More Important Moderately Important Less Important Least Important

20

The method of quality checking on research instruments The way to test research instrument quality

This study would test validity and reliability.

1. Validity

Researcher bring questionnaires from reviewed literatures to 3 experts to

consider and test content validity by Index of Concordance (IOC) and suitable of

wording. Then adjusted before real interview (Rovinelli & Hambleton, 1977). After

the experts have commented the questionnaires, will take data to calculate Index of

Concordance: IOC)

IOC is correlation between objective and questionnaire. IOC is between 1 to

-1. If question most correlate with the answer, IOC will mostly close to 1.00. If the

questionnaire has IOC below 0.5, should adjust the question to relate to the objective.

IOC could be calculated from;

IOC = ∑R N

∑R = sum of score from all experts

N = number of expert person.

score 1 means question is correlate with objective.

0 means question probably both correlate or not correlate with the

objective.

-1 means question is not correlate with the objective. 2. Reliability

Researcher bring the 30 questionnaires to try out with the population which

are mostly the same type with the sample by statistical program; Cronbach’s Alpha by

Alpha Coefficient = 0.7 (Nunnally,1978)

Data gathering. Data collecting method

1. Secondary data

1.1 Academic textbook, literatures, Thesis, Related studies

1.2 Internet data

21

2. Primary data

From collecting the questionnaires which have interview from 300 Burapha

University students (sample size tables of Seymour Sudman :Ruenrom,1997,p. 169)

that use 300 samples by convenience sampling between 20April-30 May 2016

Data analysis After collect the questionnaires, researcher will,

1. Editing by exclusion the incomplete data.

2. Bring complete questionnaire to code and analyse by statistical

programing.

2.1 Descriptive Statistic to explain data about personal information by

use percentage, mean and standard deviation from part1 of the questionnaire.

2.2 Inferential Statistic to prove hypothesis which is analysed by Pearson

Correlation Coefficient and use Multiple Regression Analysis; MRA to study the

influence of independent factors toward dependent factor in part 2, 3 of the

questionnaire.

CHAPTER 4

RESULTS

This Independent study “Marketing mix theory (7Ps) that has influenced to

consumers decision to use beauty clinic” has been collected data for 300 samples (size

tables of Seymour Sudman (Ruenrom, 1997, p.169) that use 300 samples by

convenience sampling) which are from the interview with Burapha University

Students, but before gave the real questionnaires researcher have to do reliability test

from 30 samples and running with computer program. The result as follow

Table 4-1 Reliability result of questionnaires

Marketing mix factor Number of question

Cronbach’s alpha control sample

1. Product factor 3 0.764 0.787

2. Price factor 3 0.803 0.735

3. Place factor 3 0.728 0.632

4. Promotion factor 3 0.772 0.766

5. Process factor 3 0.735 0.745

6. People factor 3 0.775 0.744

7. Physical evidence factor 3 0.831 0.809

Total 21 0.929 0.938

From table 4-1 illustrated that Cronbach’s Alpha of questionnaire more than

0.7, so the questionnaire is reliable. And after collect 300 questionnaires, data can

analyzed into 5 parts below,

Part1 General Information which are Gender, Age, Expense per month. (table

4-2 to 4-4)

Part2 Customer behavior information of using beauty clinics (table 4-5 to 4-

25)

Part3 The information about the 7ps that influenced customers’ decision to

choose the beauty clinics (table 4-26 to 4-32)

23

Part4 The information about decision making of customer to use beauty clinic

(table 4-33)

Part5 Analyze data to prove the hypothesis which is marketing mix (7Ps) have

influenced to the behavior of customer in terms of decision making to use

beauty clinic. (table 4-34 to 4-52)

Part 1 General Information

Table 4-2 Number and percentage of samples separate by gender.

Male

Female

90

210

30.00

70.00

Total 300 100.00

From table 4-2 Illustrated that most of samples are female by 70% and the

rest are male which 30%

Table 4-3 Number and percentage of samples separate by age.

Age Number (persons) Percentage 15-18 years old

19-22 years old

23-26 years old

41

153

106

13.67

51.00

35.33

Total 300 100.00

From table 4-3 Illustrated that most of samples are 19-22 years old (51%)

follow by samples 23-26 years old (35.33%) and samples 15-18 years old are the rest

(13.67%).

24

Table 4-4 Number and percentage of samples separate by income per month.

Income per month Number (persons) Percentage

≤5,000 Baht

5,001-10,000 Baht

10,001-15,000 Baht

15,001-20,000 Baht

20,001-25,000 Baht

46

234

11

8

1

15.33

78.00

3.67

2.67

0.33

Total 300 100.00

From table 4-4 Illustrated that most of samples are received monthly

income 5,001-10,000 Baht (78%) , follow by those who received less than 5,000 Baht

(15.33%), 10,001-15,000 Baht (3.67%), 15,001-20,000 Baht (2.67%) and 20,001-

25,000 Baht (0.33%) respectively.

25

Part 2 Customer behavior information of using beauty clinics around

Burapha University.

Table 4-5 Number and percentage of samples separate by beauty clinics they knew

or used to have service.

Beauty clinics in

Chonburi

Do not know Know but never

use

Know and use

number % number % number %

1. V-Plast Clinic 176 58.67 118 39.33 6 2.00

2. Akaradej Clinic 88 29.33 184 61.33 28 9.33

3. Wutthisak Clinic 15 5.00 159 53.00 126 42.00

4. Nitipon Clinic 92 30.67 157 52.33 51 17.00

5. Thanaporn Clinic 201 67.00 82 27.33 17 5.67

6. Dheva Clinic 106 35.33 168 56.00 26 8.67

7. SAT Clinic 229 76.33 66 22.00 5 1.67

8. DR. Prinya Clinic 116 38.67 152 50.67 32 10.67

9. Design Clinic 241 80.33 53 17.67 6 2.00

10. Burapha Clinic 163 54.33 119 39.67 18 6.00

11. Veerapan Clinic 223 74.33 71 23.67 6 2.00

12. Rajdhevee Clinic 58 19.33 215 71.67 27 9.00

13. Other

………………….

0 0.00 0 0.00 10 3.33

Remark: Others are Romrawin Clinic (6 persons) and Mor Muan Chon Clinic (4

persons)

From table 4-5 Illustrated that most of samples are knew and have ever use

Wutthisak Clinic (42%) follow by Nitipon Clinic (17%) and then follow by Dr. Prinya

Clinic (10.67%) respectively.

26

Table 4-6 Number and percentage of samples separate by the main reason of

choosing beauty clinic.

Main reasons Number (persons) Percentage (%)

Famous Clinic 241 80.33

High technology tool, service 144 48.00

Fair price 108 36.00

Fast service 64 21.30

Attractive promotion 65 21.67

Comfortable for parking 44 14.67

Easily transportation 57 19.00

Impressive of staff/service 62 20.67

Friends’ recommend 146 48.67

Remark: 300 samples can choose more than one answer.

From table 4-6 illustrated that most of samples have the main reason for

using beauty clinic by choosing from how famous of clinic (80.33%), follow by

friend’ recommendation (48.67%), follow by high technology of instruments and

service (48%), follow by fair price (36%), follow by attractive promotion (21.67%),

follow by fast service (21.3%), follow by impressive of staff/ service (20.67%),

follow by easily transportation (19%) and comfortable for parking (14.67%)

respectively.

27

Table 4-7 Number and percentage of samples divided by the regular of using

clinic.

Regular of using beauty clinic Number

(persons)

Percentage (%)

Yes

No

134

166

44.67

55.33

Total 300 100.00

Remark: The regular clinics of 134 samples are Wutthisak clinic( 58 persons), Nitipon

clinic (27 persons), Rajdhevee clinic (16 persons), Dr.Prinya clinic (7

persons), Akaradej clinic (6 persons), Burapha clinic (6 persons), Dheva

clinic (4 persons), Design clinic (4 persons), Thanaporn clinic (4 persons)

and SAT clinic (2 persons).

From table 4-7 illustrated that most of samples did not have the regular

clinic (55.33%) and the sample that have their regular clinic are 44.67%.

Table 4-8 Show number and percentage of samples separated by their satisfaction of

using services at beauty clinic.

Satisfaction Number

(persons)

Percentage (%)

Satisfy

Dissatisfy

272

28

90.67

9.33

Total 300 100.00

Remark: Dissatisfy because of expensive (11 persons), slow result (11 persons) and

lack of safety (6 persons)

28

From table 4-8 illustrated that most of samples are satisfied to used beauty

clinic (90.67%) and the group of dissatisfied are 9.33% from high cost, slow result

and lack of safety.

Table 4-9 Number and percentage of samples separated by objective of using beauty

clinic.

Objective Number

(persons)

Percentage (%)

Acne, Melasma

Wrinkle, dark spot

Skin treatment

Weight control, weight loss

Hair removal

Other skin problem like skin rash

Whitening injection

Stretch marks

Scar

Hair loss problem

Botox

Other ; mole removal

266

129

101

23

24

18

32

24

28

11

3

2

88.67

43.00

33.67

7.67

8.00

6.00

10.67

8.00

9.33

3.67

1.00

0.67

Remark: the 300 samples can choose more than one answer.

From table 4-9 illustrated that most of samples’ objective are acne and

melasma treatment (88.67%), follow by wrinkle and dark spot treatment (43.00%),

skin treatment (33.67%), whitening injection (10.67%) , scar removal (9.33%), hair

removal (8.00%), stretch mark removal (8.00%), weight control (7.67%), other skin

problem like skin rash (6.00%), hair loss problem (3.67%), Botox (1.00%) and other

is mole removal (0.67%).

29

Table 4-10 Number and percentage of samples separated by frequency of visited

beauty clinic.

Frequency of visited Number (persons) Percentage (%)

Less than 1 time per month

1-2 times per month

3-4 times per month

113

144

43

37.67

48.00

14.33

Total 300 100.00

From table 4-10 illustrated that most of samples came to beauty clinic 1-2

times per month (48.00%), follow by those who visited less than 1 time per month

(37.67%) and the smallest are those who visited 3-4 times per month (14.33%)

Table 4-11 Show number and percentage of samples separated by day of visiting

beauty clinic.

Day of visit Number (persons) Percentage (%)

Monday to Friday

Saturday to Sunday

Public holiday

Uncertainty

41

116

4

139

13.67

38.67

1.33

46.33

Total 300 100.00

From table 4-11 illustrated that most of samples have service at beauty clinic

at uncertain date (46.33%) , follow by Saturday to Sunday (38.67%), follow by

Monday to Friday (13.67%), and public holiday (1.33%)

30

Table 4-12 Number and percentage of samples separated by period of time of having

service at beauty clinic.

Period of time having service Number (persons) Percentage (%)

Morning

Noon

Afternoon

Evening

Uncertainly ,upon doctor’s appointment

18

11

33

146

92

6.00

3.67

11.00

48.67

30.67

Total 300 100.00

From table 4-12 illustrated that most of samples having service in the

evening (48.67%), follow by uncertainly, up to doctor’s appointment (30.67%),

follow by the afternoon (11.00%), follow by the morning (6.00%) and the noon

(3.67%).

Table 4-13 Number and percentage of samples divided by payment method.

Payment method Number (persons) Percentage (%)

Cash

Credit card

Debit card

278

10

12

92.67

3.33

4.00

Total 300 100.00

From table 4-13 illustrated that most of samples pay by cash (92.67%),

follow by debit card (4.00%) and credit card (3.33%)

31

Table 4-14 Number and percentage of samples divided by average cost of one time

using beauty clinic.

Average cost Number (persons) Percentage

(%)

Less than 500 Baht

500-1000 Baht

1001-1500 Baht

1501-2000 Baht

More than 2000 Baht

78

171

23

16

12

26.00

57.00

7.70

5.30

4.00

Total 300 100.00

From table 4-14 illustrated that most of samples had average cost per time

using beauty clinic at 500-1000 Baht (57.00%) , follow by less than 500 Baht

(26.00%), follow by 1001-1500 Baht (7.70%), follow by 1501-2000 Baht (5.30%) and

more than 2000 Baht (4.00%)

Table 4-15 Number and percentage of samples divided by whom taking care of

expense when using beauty clinic

Who taking care of payment? Number (persons) Percentage (%)

On your own

Asking parents for extra

By parents themselves

119

157

24

39.67

52.33

8.00

Total 300 100.00

From table 4-15 illustrated that most of samples asking their parents for

extra (additional expense) for using beauty clinic (52.33%), follow by paying on their

own (39.67%) and Pay by their parents themselves (8.00%)

32

Table 4-16 Number and percentage of samples divided by type of payment for beauty

clinic.

Type of payment Number (persons) Percentage (%)

Pay for each time

Pay for the whole course

156

92

52.00

30.67

Pay for only necessary product 52 17.33

Total 300 100.00

From table 4-16 illustrated that most of samples would like to pay for each

time of using beauty clinic (52.00%) , follow by paying for the whole course

(30.67%), and paying for only necessary product (17.33%)

Table 4-17 Number and percentage of samples divided by the influencer for making

decision to using service at beauty clinic.

The influencer Number (persons) Percentage (%)

On your own

Staff of the clinic

Boyfriend, Girlfriend

Actor, actress, famous person

Friends

Skin doctor, professional

Parents

212

23

22

15

150

45

125

70.67

7.67

7.33

5.00

50.00

15.00

41.67


From table 4-17 illustrated that most of samples decision on their own

(70.67%), follow by friends (50.00%), follow by their parents (41.67%), follow by

skin doctor (15.00%), follow by staff of the clinic (7.67%), follow by boyfriend or

girlfriend (7.33%) and follow by actor/ actress/ famous person (5.00%)

33

Table 4-18 Number and percentage of samples divided by companion their came

with, while visiting beauty clinic.

The companion Number (persons) Percentage (%)

Alone

Friends

Boyfriend/ girlfriend

Parents

51

160

13

76

17.00

53.33

4.33

25.33

Total 300 100.00

From table 4-18 illustrated that most of samples had their companions that

came to beauty clinic with which are their friends (53.33%), follow by their parents

(25.33%), alone (17.00%) and boyfriend or girlfriend (4.33%)

Table 4-19 Number and percentage of samples divided by beauty clinic they have

been visited.

Number of clinics have services

before

Number (persons) Percentage (%)

Only 1 (always same clinic)

Switched between 2-3 clinics

Switched more than 3 clinics

214

66

20

71.33

22.00

6.67

Total 300 100.00

From table 4-19 illustrated that most of samples used to have service at the

same clinic (71.33%), follow by switched between 2-3 clinics (22.00%) and switched

more than 3 clinics (6.67%)

Table 4-20 Number and percentage of samples divided by Media that they found information of beauty clinic.

34

Media Number (persons) Percentage (%)

TV

Internet

Radio

Advertisement board

Poster/Handbill

Friends

Expertize ( Skin doctor)

Magazine

139

114

27

53

106

237

73

50

46.33

38.00

9.00

17.67

35.33

79.00

24.33

16.67


From table 4-20 illustrated that most of samples reached the information of

beauty clinics from their friends (79.00%), follow by TV (46.33%), follow by internet

(38.00%), follow by poster/handbill (35.33%), follow by expertize (skin doctor)

(24.33%), follow by advertisement board (17.67%), follow by magazine (16.67%)

and radio (9.00%)

Table 4-21 Number and percentage of samples divided by the way they decide to use

service at beauty clinic.

Decision making Number (persons) Percentage (%)

Find out the information before make a

decision

Listen to the staffs’ advice before make a

decision

Follow the old customers’ experiences

242

70

185

80.67

23.33

61.67


From table 4-21 illustrated that most of samples making their decision by

finding out the information before make a decision (80.67%), follow by listening to

35

the old customers’ experiences (61.67%) and Listening to the staffs’ advice before

make a decision (23.33%)

Table 4-22 Number and percentage of samples divided by their behavior of visiting

beauty clinic.

Service using behavior Number

(persons)

Percentage (%)

Meeting skin doctor in every appointment.

Meeting skin doctor sometimes (up to your

available)

Only visit when skin product running out.

195

74

31

65.00

24.67

10.33

Total 300 100.00

From table 4-22 illustrated that most of samples visited doctor every time

they made an appointment before (65.00%), follow by visiting doctor sometimes

(24.67%) and only visit when skin product running out (10.33%)

Table 4-23 Number and percentage of samples divided by the reason they came to

beauty clinic.

Reason of making treatment Number (persons) Percentage (%)

Have a problem of acne, maelasma , etc.

Treatment for beauty

Came only when the clinic have promotion

Have some recommend from the other

235

47

8

10

78.33

15.67

2.67

3.33

Total 300 100.00

From table 4-23 illustrated that most of samples came to beauty clinic

because they have a problem of acne, maelasma, etc. (78.33%), follow by treatment

36

for their beauty (15.67%), follow by friends recommend (3.33%) and came only when

the clinic have attractive promotion (2.67%)

Table 4-24 Number and percentage of samples divided by management system of

beauty clinic they choose.

Type of management Number (persons) Percentage (%)

Doctor is the owner of the clinic

Branches clinic

102

198

34.00

66.00

Total 300 100.00

From table 4-24 illustrated that most of samples would like to have

treatment at the branch clinic (66.00%) while only 34.00% would like to have

treatment at clinic that doctor is the owner there.

Table 4-25 Number and percentage of samples divided by their decision of visiting

clinic at the next time.

Beauty clinic at next time Number

(persons)

Percentage

(%)

The same clinic

The new clinic (never been there before )

280

20

93.33

6.67

Total 300 100.00

From table 4-25 illustrated that most of samples decided to have the service

at the same beauty clinic (93.33%), while only 6.67% would like to try the new clinic.

37

Part 3 The information about the 7ps that influenced customers’

decision to choose the beauty clinic. Table 4-26 Number, percentage, mean and standard deviation of product factor that

influenced consumer behavior of using beauty clinic.

Product factors

Level of importance Total

M

SD Least Little Medium Much Most

number (%)

number (%)

number (%)

number (%)

number (%)

Good quality of product and staff services

7 (2.33)

8 (2.67)

40 (13.33)

173 (57.67)

72 (24.00)

300 (100.00)

3.98 Much

0.83

High technology of instruments

4 (1.33)

7 (2.33)

43 (14.33)

173 (57.67)

73 (24.33)

300 (100.00)

4.01 Much

0.78

Expert specialty

4 (1.33)

11 (3.67)

64 (21.33)

162 (54.00)

59 (19.67)

300 (100.00)

3.87 Much

0.81

Remark: M1.00-1.49=least, 1.50-2.49=little, 2.50-3.49=Medium, 3.50 4.49=Much,

4.50-5.00=Most

From table 4-26 found that samples weighing “much” on product factors by

high technology of instruments (M=4.01), good quality of product and staff services

(M=3.98) and expert specialty (M=3.87) respectively.

38

Table 4-27 Number, percentage, mean and standard deviation of price factors that

influenced consumer behavior of using beauty clinic

Price factors


M


number (%)

number (%)

number (%)

number (%)

number (%)

Fair price of products and medicines

5 (1.67)

8 (2.67)

60 (20.00)

150 (50.00)

77 (25.67)

300 (100.00)

3.95 Much

0.84

Cheaper than other clinics

8 (2.67)

18 (6.00)

81 (27.00)

141 (47.00)

52 (17.33)

300 (100.00)

3.70 Much

0.92

Doctor Fee and service charge suit the quality

4 (1.33)

11 (3.67)

60 (20.00)

142 (47.33)

83 (27.67)

300 (100.00)

3.96 Much

0.86

Remark: M1.00-1.49=least, 1.50-2.49=little, 2.50-3.49=Medium, 3.50-4.49=Much,

4.50-5.00=Most

From table 4-27 found that samples weighing “much” on price factors by

doctor fee and service charge suit the quality (M=3.96), fair price of products and

medicines (M=3.95) and cheaper than other clinics (M=3.70) respectively.

39

Table 4-28 Number, percentage, mean and standard deviation of place factors that

influenced consumer behavior of using beauty clinic

Place factors


M


number (%)

number (%)

number (%)

number (%)

number (%)

Near to your home/dormitory

8 (2.67)

35 (11.67)

79 (26.33)

118 (39.33)

60 (20.00)

300 (100.00)

3.62 Much

1.02

Easy for transportation

5 (1.67)

13 (4.33)

69 (23.00)

131 (43.67)

82 (27.33)

300 (100.00)

3.91 Much

0.91

Set up in the shopping mall

8 (2.67)

20 (6.67)

85 (28.33)

122 (40.67)

65 (21.67)

300 (100.00)

3.72 Much

0.97

Remark: M1.00-1.49=least, 1.50-2.49=little, 2.50-3.49=Medium, 3.50

4.49=Much, 4.50-5.00=Most

From table 4-28 found that samples weighing “much” on place factors by

easy for transportation (M=3.91), set up in the shopping mall (M=3.72) and near

home or dormitory (M=3.62) respectively.

Table 4-29 Number, percentage, mean and standard deviation of promotion factors

that influenced consumer behavior of using beauty clinic.

Promotion factors


M


number (%)

number (%)

number (%)

number (%)

number (%)

Giving some testers

8 (2.67)

28 (9.33)

85 (28.33)

137 (45.67)

42 (14.00)

300 (100.00)

3.59 Much

0.93

Discount coupon

7 (2.33)

20 (6.67)

62 (20.67)

155 (51.67)

56 (18.67)

300 (100.00)

3.78 Much

0.91

VIP card for special customers

9 (3.00)

18 (6.00)

71 (23.67)

148 (49.33)

54 (18.00)

300 (100.00)

3.73 Much

0.93

40


4.50-5.00=Most

From table 4-29 found that samples weighing “much” on promotion factors

by discount coupon (M=3.78), VIP card for special customers (M=3.73) and giving

some testers (M=3.59) respectively.

Table 4-30 Number, percentage, mean and standard deviation of people factors that


People factors


M


number (%)

number (%)

number (%)

number (%)

number (%)

Good advice and reliable from expert or doctor.

4 (1.33)

11 (3.67)

42 (14.00)

132 (44.00)

111 (37.00)

300 (100.00)

4.12 Much

0.87

Staffs can solve the problem very well.

3 (1.00)

5 (1.67)

52 (17.33)

142 (47.33)

98 (32.67)

300 (100.00)

4.09 Much

0.81

Enough staffs to cover all services.

4 (1.33)

7 (2.33)

46 (15.33)

153 (51.00)

90 (30.00)

300 (100.00)

4.06 Much

0.82


4.50-5.00=Most

From table 4-30 found that samples weighing “much” on people factors by

good advice and reliable from expert or doctor (M=4.12), follow by staff can solve

the problem very well (M=4.09) and clinic have enough staffs to cover all services

(M=4.06) respectively.

41

Table 4-31 Number, percentage, mean and standard deviation of process of service

factors that influenced consumer behavior of using beauty clinic.

Process of service factors


M


number (%)

number (%)

number (%)

number (%)

number (%)

Small waiting time to see the doctor

7 (2.33)

7 (2.33)

48 (16.00)

134 (44.67)

104 (34.67)

300 (100.00)

4.07 Much

0.90

Pre appointment by telephone

3 (1.00)

12 (4.00)

63 (21.00)

147 (49.00)

75 (25.00)

300 (100.00)

3.93 Much

0.84

Service process continue fluently

2 (0.67)

11 (3.67)

69 (23.00)

133 (44.33)

85 (28.33)

300 (100.00)

3.96 Much

0.85

Remark: M 1.00-1.49=least, 1.50-2.49=little, 2.50-3.49=Medium, 3.50-4.49=Much,

4.50-5.00=Most

From table 4-31 found that samples weighing the most on process of service

factors by the small waiting time to see the doctor (M=4.07) , follow by service

process continue fluently (M=3.96) and pre appointment by telephone (M=3.93)

respectively.

42

Table 4-32 Number, percentage, mean and standard deviation of physical factors that


Physical Evidence factors


M


number (%)

number (%)

number (%)

number (%)

number (%)

High technology instruments

2 (0.67)

9 (3.00)

41 (13.67)

139 (46.33)

109 (36.33)

300 (100.00)

4.15 Much

0.81

Parking lot available

3 (1.00)

16 (5.33)

45 (15.00)

141 (47.00)

95 (31.67)

300 (100.00)

4.03 Much

0.88

Available service of magazine , WIFI

2 (0.67)

10 (3.33)

68 (22.67)

132 (44.00)

88 (29.33)

300 (100.00)

3.98 Much

0.85


4.50-5.00=Most

From table 4.32 found that samples weighing the most on physical factors

by high technology instruments (M=4.15), follow by availability of parking lot

(M=4.03) and availability of magazine, WIFI (M=3.98) respectively.

43

Part 4 The information about decision making before use the beauty clinic. Table 4-33 Number, percentage, mean and standard deviation of decision making of

consumer to use beauty clinic.

Decision making


M


number (%)

number (%)

number (%)

number (%)

number (%)

Satisfy from the service.

2 (0.67)

9 (3.00)

41 (13.67)

139 (46.33)

109 (36.33)

300 (100.00)

4.15 Much

0.81

Clearly informed about the service from advertisement

3 (1.00)

16 (5.33)

45 (15.00)

141 (47.00)

95 (31.67)

300 (100.00)

4.03 Much

0.88

Clinic is famous about good result.

2 (0.67)

10 (3.33)

68 (22.67)

132 (44.00)

88 (29.33)

300 (100.00)

3.98 Much

0.85

Huge volume of regular customer at that clinic.

1 (0.33)

8 (2.67)

43 (14.33)

138 (46.00)

110 (36.67)

300 (100.00)

4.16 Much

0.73

Professional staff at the clinic.

0 0 36 (12.00)

168 (56.00)

96 (32.00)

300 (100.00)

4.09 Much

0.66

Fair price 0 9 (3.00)

62 (20.80)

108 (36.00)

121 (40.30)

300(100.00)

4.14 Much

0.85

Many of recommendation from outside

0 0 19 (6.30)

166 (55.30)

115 (38.33)

300 (100.00)

4.32 Most

0.58

Clinic settle in good or comfortable location.

0 5 (1.67)

4 (1.33)

185 (61.67)

106 (35.30)

300 (100.00)

4.31 Most

0.58


4.50-5.00=Most

44

From table 4-33 illustrated that the most level of importance factor that lead

consumer decision are many recommendation from other (M=4.32), follow by clinic

settle in good or comfortable location (M=4.31). And the other factors that lead

customer to making decision are huge volume of regular customer at that clinic

(M=4.16), follow by satisfaction of service (M=4.15), follow by fair price (M=4.14),

follow by there are professional staff at the clinic (M=4.09), follow by clearly

informed about the service from advertisement (M =4.03) and clinic is famous about

good result (M =3.98) respectively.

Part 5. Hypothesis testing result This part are result from hypothesis testing by statistical analyze by Pearson

Chi-Square and Multiple regression analysis which are significant at p=0.05

Hypothesis: Marketing mix (7Ps) have influenced to decision making of


H0 = Marketing mix (7Ps) have not influenced to decision making of


H1 = Marketing mix (7Ps) influenced to decision making of customers to

use beauty clinic.

H1.1 Marketing mix (7Ps) has influenced toward decision making about

need recognition.


information search.


evaluation of alternative.

H1.4 Marketing mix (7Ps) has influenced toward decision making to

purchase.

H1.5 Marketing mix (7Ps) has influenced toward decision making of post-

purchasing behavior.

To study that marketing mix (7Ps) influenced to decision making of

customers to use beauty clinic, Researcher choose Stepwise Multiple Regression

analysis to predict consumer decision. H0 will be denied when find out that at least 1

marketing mix factors can predict decision making of consumer to use beauty clinic.

45

The equation is;

Ŷ = a + b1X1 + b2X2 + b3X3…+ bkXk + e

Ŷ is increase of decision making to use beauty clinic

a is constant

b (1-k) is coefficient

X1 is product factor

X2 is price factor

X3 is place factor

X4 is promotion factor

X5 is people factor

X6 is process factor

X7 is physical evidence factor

Xk is any independent factor

e is Tolerances Table 4-34 Result of MRA analysis of Hypothesis 1

Model Summaryᵇ Model R R square Adjusted R

square Std. error of the estimate

Durbin- Watson

1 .762 .637 .633 .764 1.929 a. Predictors:(Constant),product,price,place,promotion,people,process,physical b. decision making

From table 4-34 indicate that the R value between independent variable

which is marketing mix and dependent variable which is decision making equal to

.762 and R square equal to .637 which mean that the change of decision making of

consumer 63.3% by in term of adjusted R square equal to .633 and Durbin-Watson

equal to 1.929

ANOVAᵃ

46

Model Sum of squares df Mean square F Sig. 1. Regression 56.453 6 15.522 68.04 .000ᵇ Residual 72.232 639 .175 Total 128.685 645 a. Dependent Variable: Decision making to use beauty clinic b. Predictors: Marketing mix

Table 4-35 Result of ANOVA hypothesis1

From table 4-35 indicate that the significant level is less than 0.05 , that

mean there is statistically significant difference in decision making to use beauty

clinic when 7Ps has changed.

Table 4-36 Result of Coefficients hypothesis 1

Coefficientsᵃ Model Unstandardized

coefficients Standard coefficients

t Sig. Collinearity statistics

B Std. Error

Beta Tolerance VIF

1. (Constant) 3.913 .092 95.567 .000 product 3.952 .047 .671 97.571 .000 .621 1.547 price 3.424 .047 .635 88.697 .000 .565 1.612 place 4.686 .048 .593 79.467 .000 .566 1.712 promotion 2.995 .048 .591 79.013 .000 .567 1.645 people 5.367 .048 .691 103.221 .000 .564 1.586 Physical 4.601 .047 .700 105.595 .000 .571 1.721 process 3.613 .048 .648 91.647 .000 .602 1.732 a. dependent Variable: Decision making to use beauty clinic

From table 4.36 indicate that independent variable marketing mix, there are

significant with dependent variable (decision making to use beauty clinic). The factor

of marketing mix do not have multicollinearity occur because the tolerance of these

factor have value more than 0.1 and the VIF have value less than 10. Each factor of

marketing mix not have relationship between in dependent variable.

The equation is

Y=3.913+3.952X1+3.424X2+4.686X3+2.995X4+5.367X5+4.601X6+3.613X7

47

Hypothesis1.1 Marketing mix (7Ps) has influenced toward decision making about

need recognition

Table 4-37 Result of MRA analysis hypothesis 1.1

Model Summaryᵇ Model R R square Adjusted R


Durbin- Watson

1 .687 .475 .473 .44876 1.729 a. Predictors:(Constant),product,price,place,promotion,people,process,physical b. need recognition From table 4-37 indicated that the R value between independent variable

which is marketing mix and dependent variable which is need recognition equal to

.687 and R square equal to .475 which mean that the change of need recognition of


equal to 1.729

Table 4-38 Result of MRA analysis hypothesis 1.1

ANOVAᵃ Model Sum of

Squares df Mean

Square F Sig.

1. Regression 53.421 6 16.522 52.222 .000ᵇ Residual 75.257 639 .185 Total 125.685 645 a. Dependent Variable: Need recognition b. Predictors: Marketing Mix

From table 4-38 indicate that need recognition is statistically significant change

when marketing mix has changed.

48

Table 4-39 Result of coefficient hypothesis 1.1 Coefficientsᵃ Model Unstandardized

coefficients Standard coefficients


B Std. error

Beta Tolerance VIF

1. (Constant) .238 .091 6.232 .002* product .388 .050 .037 -.937 .349 .621 1.547 price -.053 .049 .182 3.805 .000* .565 1.612 place .189 .049 .118 2.575 .010* .566 1.712 promotion .137 .048 .031 .607 .544 .567 1.645 people .032 .047 .138 3.028 .003* .564 1.586 Physical .174 .050 .442 9.223 .000* .571 1.721 process .443 .051 -.020 -.481 .631 .602 1.732 a. dependent Variable: Need recognition

From table 4-39 indicate that independent variable marketing mix which are

price, place, people and physical evidence are significant with dependent variable (need

recognition).The most highest influence for need recognition are price and physical

evidence (sig .000*) follow by people (sig.003*) and last one that effect need recognition

is place (sig .010*)

Equation is Y = .238+.388X1+.053X2+.189X3+.137X4+.032X5+.174X6+.443X7

Hypothesis 1.2 Marketing mix (7Ps) has influenced toward decision making about

information search

Table 4-40 Result of MRA analysis hypothesis 1.2 Model Summaryᵇ Model R R square Adjusted R

square Std. Error of the estimate

Durbin- Watson

1 .605ᵃ .367 .359 .4367 1.829 a. Predictors:(Constant),product,price,place,promotion,people,process,physical b. Information search

49

From table 4-40 indicated that the R value between independent variable

which is marketing mix and dependent variable which is information search equal to

.605 and R square equal to .367 which mean that the change of need recognition of


equal to 1.829

Table 4-41 Result of ANOVA hypothesis 1.2 ANOVAᵃ Model Sum of squares df Mean square F Sig. 1. Regression 51.307 6 16.323 39.923 .000ᵇ Residual 83.720 639 .254 Total 135.327 645 a. Dependent Variable: Information search b. Predictors: Marketing Mix From table 4-41 indicate that information search is statistically significant

change when marketing mix has changed.

Table 4-42 Result of Coefficients hypothesis 1.2 Coefficientsᵃ Model Unstandardized

coefficients Standardizedcoefficients


B Std.error Beta Tolerance VIF 1 (Constant) .546 .123 7.866 .000 Product .046 .056 .032 .732 .451 .574 1.780 Price .174 .054 .168 3.187 .002* .569 1.511 Place .112 .052 .097 1.975 .058 .586 1.764 Promotion .381 .053 .356 6.341 .000* .565 1.781 People .104 .049 .081 -

1.654 .099 .567 1.590

Physical evidence

.070 .050 .070 1.334 .183 .569 1.598

Process .190 .051 .151 3.317 .001* .671 1.700 From table 4-42 indicate that independent variable marketing mix, there are

significant with dependent variable (information search). The factor of marketing mix

50

that have the most influence for information search is promotion (sig= .000*) follow

by process (sig=.001*) and the last one is price (sig=.002*)

Equation is Y = .546+.046X1+.174X2+.112X3+.381X4+.104X5+.070X6+.190X7 Hypothesis 1.3 Marketing mix (7Ps) has influenced toward decision making about

evaluation of alternative.



Durbin- Watson

1 .503ᵃ .253 .243 .73970 1.929 a. Predictors:(Constant),product,price,place,promotion,people,process,physical b. Evaluation of alternative From table 4-43 indicated that the R value between independent variable

which is marketing mix and dependent variable which is evaluation of alternative

equal to .503 and R square equal to .253 which mean that the change of evaluation the

alternative consumer 24.3% by in term of adjusted R square equal to .243 and Durbin-

Watson equal to 1.929

Table 4-44 Result of ANOVA hypothesis 1.3 ANOVAᵃ Model Sum of squares df Mean square F Sig. 1. Regression 67.981 6 23.323 23.939 .000ᵇ Residual 209.678 639 .459 Total 277.659 645 a. Dependent Variable: Evaluation of alternative b. Predictors: Marketing Mix From table 4-44 indicate that need evaluation of alternative is statistically

significant change when marketing mix has changed.

51




B Std.error Beta Tolerance VIF 1 (Constant) .349 .153 2.123 .021* Product .075 .081 .068 1.425 .157 .572 1.780 Price .150 .080 .181 3.115 .002* .563 1.537 Place .095 .079 .093 1.659 .098 .589 1.712 Promotion .148 .078 .165 2.676 .008* .566 1.763 People .026 .079 -.026 -.475 .635 .564 1.597 Physical evidence

.118 .081 .149 2.586 .010* .568 1.591

Process .084 .067 .081 1.662 .096 .676 1.760 From table 4-45 indicate that independent variable marketing mix, there are

significant with dependent variable (evaluation of alternative). The factor of

marketing mix that have the most effect to evaluation of alternative is price

(sig=.002*) follow by promotion (sig=.008*) and physical evidence (sig=.010*)

Equation is Y = .349+.075X1+.150X2+.095X3+.148X4+.026X5+.118X6+.084X7 Hypothesis 1.4 Marketing mix (7Ps) has influenced toward decision making to

purchase.



Durbin- Watson

1 .615 .378 .375 .40165 1.520 a. Predictors:(Constant),product,price,place,promotion,people,process,physical b. decision making purchase From table 4-46 illustrate that if marketing mix factor change one percent ,

decision of making purchase will change for 37.5 percent.

Table 4-47 Result of ANOVA hypothesis 1.4

52

ANOVAᵃ Model Sum of squares df Mean square F Sig. 1. Regression 26.683 6 26.320 35.205 .000ᵇ Residual 69.677 639 .243 Total 96.360 645 a. Dependent Variable: making purchase b. Predictors: Marketing Mix From table 4-47 indicate that decision of making purchase is statistically





B Std.Error Beta Tolerance VIF 1 (Constant) .312 .110 4.193 .027* Product .133 .064 -.090 -

2.143 .023* .542 1.823

Price .219 .059 .203 3.890 .000* .551 1.579 Place .172 .065 .143 2.841 .004* .572 1.612 Promotion .376 .062 .341 6.123 .000* .543 1.863 People .119 .061 -.092 -

1.832 .068 .586 1.507

Physical evidence

.145 .058 .142 2.686 .008* .568 1.536

Process .124 .067 .091 2.123 .034* .612 1.453 From table 4-48 indicate that independent variable marketing mix, there are

significant with dependent variable (making purchase). The factor of marketing mix

that have most effect for decision of making purchase are price and promotion (both

Sig.=.000*) follow by place (Sig.=.004*), follow by physical evidence (Sig.=.008*),

then product (Sig.=.023*) and last one that significantly influence is process

(Sig.=.034*)

Equation is Y = .312+.133X1+.219X2+.172X3+.376X4+.119X5+.145X6+.124X7 Hypothesis 1.5 Marketing mix (7Ps) has influenced toward post-purchasing behavior.

53



Durbin- Watson

1 .653 .436 .442 .59365 1.711 a. Predictors:(Constant),product,price,place,promotion,people,process,physical b. post-purchasing behavior From table 4-49 illustrated that Adjusted R square = .442 mean, when

marketing mix change, post purchasing behavior will change 44.2%

Table 4-50 Result of ANOVA hypothesis 1.5 ANOVAᵃ

Model Sum of squares df Mean square F Sig.

1. Regression 36.623 6 29.320 46.117 .000ᵇ

Residual 84.697 639 .301

Total 121.320 645

a. Dependent Variable: post-purchasing behavior

b. Predictors: Marketing Mix

From table 4-50 indicate that post-purchasing behavior is statistically


Table 4-51 Result of Coefficients hypothesis 1.5 Coefficientsᵃ

Model Unstandardized

coefficients

Standardized

coefficients

t Sig. Collinearity

statistics

54

B Std.error Beta Tolerance VIF

1 (Constant) .475 .126 7.145 .046*

Product .027 .073 .018 .435 .664 .623 1.723

Price .226 .068 .195 3.970 .000* .563 1.679

Place .089 .065 .067 1.453 .153 .592 1.903

Promotion .273 .062 .227 4.330 .000* .578 1.634

People .119 .061 .085 1.814 .070 .562 1.598

Physical

evidence

.335 .068 .302 6.111 .000* .598 1.621

Process .041 .067 -.030 -.704 .482 .631 1.862

From table 4.51 indicate that independent variable marketing mix, there are

significant with dependent variable (post-purchasing behavior). The factor of

marketing mix that have influenced the most are price, promotion and place factors

(all sig =.000*)

Equation is Y = .475+.027X1+.226X2+.089X3+.273X4+.119X5+.335X6+.041X7

Study result above is relevance to hypothesis1.5 marketing mix (7Ps) has

influenced toward decision making about post-purchasing behavior.

Table 4-52 Hypothesis testing result Hypothesis Result

H1.Marketing mix (7Ps) influenced to decision making

of customers to use beauty clinic.

Accepted

H1.1 Marketing mix (7Ps) has influenced toward

decision making about need recognition to use beauty

Accepted

55

clinic.


decision making about information search to use beauty

clinic.

Accepted


decision making about evaluation of alternative to use

beauty clinic.

Accepted


decision making to purchase in beauty clinic.

Accepted


decision making of post-purchasing behavior on using

beauty clinic.

Accepted

From table 4.52 illustrated that marketing mix (7Ps) has influenced toward

every dependent factor of decision making of consumer to use beauty clinic.

CHAPTER 5

CONCLUSION AND DISCUSSION The objective of this independent study is to study behavior of beauty

clinic’s customer in Chonburi and to prove the hypothesis that marketing mix (7Ps)

has influenced toward consumer decision. The researcher has got many knowledge

from this research such as the opinion from campus student, new vision of young

blood toward beauty technology nowadays. After all, the most invaluable benefit that

researcher get from this research is very important information for fulfill the strategies

for open beauty clinic of researcher myself.

Conclusion From the study about consumer behavior that using beauty clinic and testing

hypothesis that marketing mix (7Ps) that influence toward their decision making in

Chonburi, 300 sample selected from population who have ever use beauty clinic in

Chonburi around Burapha University.

Part1 General information

The most of beauty clinic customer are female (70%), age between 19-22

years old, have monthly expense between 5,000-10,000 Baht. So beauty clinic could

serve benefit most for young woman, with suitable price (not too expensive)

Part2 Customer behavior information of using beauty clinic.

The most of beauty clinic customers are knew and have ever use Wutthisak

clinic (42%). Main reason is the famous of the clinic (80.33%). Mostly satisfied of

service (90.67%), have no regular clinic (55.33%), mostly came to solve the acne and

melasma problem (88.67%). Most of customers visited 1-2 times per month (48%)

with uncertainty date (46.33%), in the evening (48.67%), pay by cash (92.67%), cost

around 500-1000 baht per visited (57.00%) which mostly asking their parents for

advance (52.33%), mostly pay each time (52.00%)

The most of customer’s influencer are their own decision (70.67%), came

with friend (53.33%), always use the same clinic (71.33%) ,reached the information of

beauty clinics from their friends (79.00%), found out the information before make a

56

decision (80.67%), meeting skin doctor in every appointment (65.00%),most of

customer selected branches clinic (66.00%)

Part3 The information about the marketing mix (7ps) that influenced

customers’ decision to choose the beauty clinic.

Product factor; Most of samples first rank the reason of good quality of

product (mean=4.01), follow by high technology of instruments and staff services

(mean=3.98)

Price factor; Most of samples given first rank for doctor fee and service

charge suit the quality (mean=3.96), follow by fair price of products and medicines

(mean=3.95)

Place factor; Most of samples given first rank to the reason of easy for

transportation (mean=3.91), follow by clinic set up in the shopping mall (mean=3.72)

Promotion factor; Most of samples given first rank to the discount coupon

(mean=3.78), follow by VIP card for special customers (mean=3.73)

People factor; Most of samples given first rank to the reason of good advice

and reliable from expert or doctor (mean=4.12), follow by the ability of staffs can

solve the problem very well (mean-4.09)

Process factor; Most of samples given first rank to the small waiting time to

see the doctor (mean=4.07), follow by the process of treatment continue fluently

(mean=3.96)

Physical evidence factor; Most of samples given first rank to the high

technology instruments (mean=4.15), follow by parking lot available (mean=4.03)

Part4 The information about decision making of customer using the

beauty clinic.

From the statistical assessment of customer’s decision making, illustrated

that the highest reason was many of recommendation from outside (mean=4.32) and

clinic settle in good or comfortable location (mean=4.31). The high level reason of

customer decision are huge volume of regular customer at that clinic (mean=4.16),

satisfy from the service (mean=4.15), the cost is fair (mean=4.14), professional staff

57

at the clinic (mean=4.09), clearly informed about the service from advertisement

(mean=4.03) and clinic is famous about good result (mean=3.98) respectively.

Part5 Hypothesis testing result

Statistical analyze by Pearson Chi-Square and Multiple regression analysis

which are significant at p=0.05 from the hypothesis: Marketing mix (7Ps) have

influenced to decision making of customers to use beauty clinic. Found out that

marketing mix factor (7Ps) has influenced toward decision of consumer to use beauty

clinic by 63.30 percent with significant p<0.05.

The study result is relevance to the hypothesis that the marketing mix factor

(7Ps) has influenced toward customer decision to use beauty clinic. Furthermore,

when consider in detail at each of factor from marketing mix (7Ps), at statistical

p=0.05, Physical evidence and people factors are influenced toward customer decision

the most, then follow by product, process, price, place or distribution and promotion

factors respectively.

Marketing mix (7Ps) factors B Beta t Sig.

Product factor

Price factor

Establish of place and distribution factor

Promotion factor

Process factor

People factor

Physical evidence factor

3.952

3.424

4.686

2.995

3.613

5.367

4.601

0.671

0.635

0.593

0.591

0.648

0.691

0.700

97.571

88.697

79.467

79.013

91.647

103.221

105.595

0.000*

0.000*

0.000*

0.000*

0.000*

0.000*

0.000*

Adjusted R² = 0.633, F = 2.004, p 0.000< 0.05 Table 5-1 Show statistical analyze by Pearson Chi-Square and Multiple regression

analysis of hypothesis: Marketing mix (7Ps) have influenced to decision

making of customers to use beauty clinic

58

Discussion The independent study result of “marketing mix (7Ps) has influenced to

consumers decision to use beauty clinic” has consistence with the study of Kanokwan

Thongruen (2012) who has been studied factors that affected the customer decision to

use beauty clinic in Saraburi which the result found out that marketing mix; Product

factor given to image and famous of the clinic. Price factor is cost suitable from

service quality. Place factor is easily for transportation. Promotion factor is usually

advertise via media. People factor is given importance to expertise and reliable of

doctor or healthcare professional. Process factor is fasten of service procedure.

Physical evidence is aim for the clean of clinic. As well as of Ornrattha Pornthanachai

(2005) who found the factors from Physicians’ background, quality of service

provider, environment in clinics, doctor fee and medication cost and promotions are

all main factors for customer decision. As same as Sakda Deekhampor (2010) studied

the behavior of teenage customer to use beauty clinic, found that The objective of

using beauty clinic was primarily to cure pimples and black spots on the skin. The

frequency was 1-2 times a month in the evening, mostly pay by cash, averagely 500-

1,000 Baht per each time of receiving service. The source of money paid to beauty

clinic was from their guardians. The influential person in decision making was

themselves. The person who came with was their friend. They rather used the service

of beauty clinic where is easily noticeable, and where has a branch management

system. Sikarn Bamrungsri (2007) and Kitima Tipparat (2007) also had study result in

the same direction, that Sikarn has studied “ The factors influences decision making

of customers for beauty services and spa in Silom” and found that the most of

populations are female. Main factor for coming is comfortable. Separately pay for

each service receive is more popular than pay a whole course. Different sexual and

different aged are significantly have different kind of making decision p =0.05.

Consequently, all components of the marketing mix (7Ps) influenced toward customer

decision to use beauty clinic.

Business strategy from this research.

59

From the independent study of marketing mix (7Ps) that influenced teenage

consumer decision to use beauty clinic. Researcher has suggestion to each topics.

Product factor, found out that customer given most importance to quality of

product illustrated that customer expect for their safety the most from beauty clinic, so

beauty clinics should have the most safety and effective drug to treat the customer.

Price factor, found out that customer given most importance to doctor fee

and service charge suit the quality, illustrated that customer need the fair price for

their beauty to feel like what they pay were worth for their beauty. Beauty clinic

should clearly show the price list for helping consumer decision.

Place factor, found out that customer given most importance of easy for

transportation. So beauty clinic should settle in the place that comfortable to find and

have enough parking.

Promotion factor, found out that customer given most importance on

discount coupon and VIP card and discount on special customer. But not only old

customer that clinic have to keep but new case also, beauty clinic have to focus on

new customer like giving promotion for new customer, such as giving 50 percent off

for new customer when first came from old members recommended.

Process factor, found out that most customer like small waiting time to see

doctor. So one thing beauty clinic should concern is about waiting time of every

process during service to make customer most satisfy.

People factor, found out that most customer love good advice and reliable

from doctor. That mean beauty clinic should have well recruitment of staff to gain

customer trust and keep professional image for the clinic.

Physical evidence factor, found from study that most customer weighing the

most to high technology of instrument. Beauty clinic should invest for new

technology of medicine or any other machine to gain royalty of customer. Such as, in

case of laser, should be the newest one like fractional CO2 laser.

Recommendation for further research. To make this research be continuously advance for further useful for solve

the service marketing problem, the researcher has some suggestion below.

60

1. Study in the other area, other population, in the various place. To know

what exactly consumer really want. To compare the demand at each place. The

advantage of these can help beauty business to gain more profit from their customer in

different area, different type of customer style.

2. The study could be in the different independent variable, not only

marketing mix. The other factors such as consumer behavior like, how customer care

for their skin, frequency of visiting clinic, budget for treatment each time etc. can be

the independent variable to see how they effected toward their decision.

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beauty services and spa in Silom. Master’s thesis, Faculty of Commerce.

Bangkok University.

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Marketing. Chiang Mai University.

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APPENDIX

BIOGRAPHY

Name Ms. Sasikarn Ponsawat

Date of birth September 7, 1984

Place of birth Chonburi, Thailand

Present Address House No.706/111 Paradiso Condo C, Saensuk,

Muang, Chonburi

Position held

2007-2011 Medical Representative, Sanofi Aventis (Thailand)

Ltd.

2011-2013 Therapeutic Sales representative, Pfizer (Thailand)

Ltd.

2013-present Product Specialist, Pfizer (Thailand) Ltd.

Education

2002-2007 Bachelor degree of Pharmaceutical

science.(Bsc.Pharm) Chulalongkorn University,

Bangkok, Thailand

2014-2016 Master of Business Administration (M.B.A.)

(International Program), Graduate School of

Commerce, Burapha University, Chonburi,

Thailand.

Awards

2010 Top sales award winner, Sanofi Aventis (Thailand)

Ltd. Bangkok, Thailand

2013 Team Award winner, Pfizer (Thailand) Ltd.

Bangkok, Thailand

2014 President Award winner, Pfizer Headquarter,

New York, USA.

2015 Eliquis winner, Regional award, Hongkong

2016 Dean Award, Burapha University, Chonburi,

Thailand.

Documents

MARKETING MIX (7PS) TOWARD CONSUMER DECISION OF …