Effect of Marketing Mix Toward Decision Making to Buy Cosmetic Products of Chinese Tourists in Muang Chiang Mai District, Chiang Mai Province, Thailand
The purposes of this independent study were: 1. To study the opinions toward products, prices, place, promotion, and decision making to purchase of Chinese tourists in Chiang Mai Province. 2. To study the effects of marketing mix toward decision making to buy cosmetic products of Chinese Tourists in Muang Chiang Mai District, Chiang Mai Province, Thailand. It is a quantitative research for the sampling group of Chiang Mai tourists, consisting of 420 people. The tool is a questionnaire with descriptive statistics, percentage, average, standard deviation, and inferential statistics by Multiple regression analysis enter technique. The outcomes of the independent study revealed that the opinions about products (mean=3.81), place (mean=3.74), price and promotion at an equal proportion (mean=3.72), and the decision making (mean=3.73). The outcomes of multiple regression analysis demonstrated that the promotion had direct effect toward decision making, coefficient equaled to 0.216, followed by the product factor with the coefficient equaled to 0.164, while place had direct effect toward decision making with the coefficient value of 0.142. Lastly, price had no direct effect toward decision making.
Keywords - Marketing Mix, Decision Making, Cosmetic Products.