The Decision Towards Selecting Beauty Clinic by Metrosexual consumers in Chonburi Province

Abstract

This research aims to study decision making to use beauty clinic services among Metrosexual consumers in Chonburi Province. It is a survey research with the objectives 1) To study personal factors that influence the decision to use beauty clinic services. 2). To study the lifestyle factors that influence the decision to use beauty clinic services. 3). To study the service marketing mix factors (7P's) that influence decision to use beauty clinic services 4). To study influential factors from online media that affect the decision to use beauty clinic services. The sample group involved in this research was 400 metrosexual consumers in Chonburi Province who used beauty clinic services. The research tool used was a questionnaire. The statistics used in the descriptive statistical analysis were: frequency, percentage, mean and standard deviation. And inferential statistics, including Person’s Correlation.

          The results of the research: 1). Personal factors of the respondents were found to be a large sample group aged 35-44 years, numbering 120 people. 2). Lifestyle factors that affect the decision to use the service were found to be in areas that had a high level of the activity side, followed by the interest side and the opinion side, respectively. From the study of the service marketing mix factors (7P’s), it was found that the side with the highest average level is the employee side, the product side, the price side, and the employee side. Next is the distribution channel side. From the study of factors of influencers on social media, it was found that the side with the highest average level was trustworthiness, followed by attractiveness. 3). From the study of the relationship of the decision to use beauty clinic services among Metrosexual consumers in Chonburi province, it was found that personal factors include age, education level, marital status, monthly income, occupation, lifestyle factors including activities, interests, and opinions in deciding to use services. Service marketing experience factors (7P’s) include product, price, distribution channel, marketing promotion employees. Process: physical characteristics in deciding to use services. Social media influencer factors include attractiveness and trustworthiness in deciding to use the service. There is a relationship with the decision to use beauty clinic services among Metrosexual consumers in Chonburi Province, namely the product side and distribution channels, respectively.