Perceptions of Meaning and Purchasing Decisions for Beauty Products that Contain Retinol of Thai Women

Abstract

The objectives of this research were to study perceptions of meaning and to study purchasing decisions for beauty products that contain retinol of Thai women. It was quantitative research using a survey via questionnaire from
a sample of 240 people. The statistical measures employed in data analysis
include frequency, percentage, mean, and standard deviation. 
The research findings revealed that the sample group of 240 individuals, the majority were females aged between 25 and 29 years. Most of them hold a bachelor's degree and had an income ranging from 15,000 to 25,000 baht. Almost half of the sample were employees of private companies
and lived in Bangkok and surrounding areas. Regarding the study of the meaning of perception, the three aspects that were most commonly perceived are: 1. Retinol is a derivative of vitamin A. 2. Instructions for utilizing retinol: Retinol should be applied in conjunction with a moisturizer. 3. The characteristics and effectiveness of retinol depend on the fact that each person's skin reacts differently to retinol. The results of purchasing decision found that 1. Problem recognition is the desire to find skin care products that will help reduce the appearance of wrinkles on the face as much as possible. 2. Information search is to search and compare product information and price. 3. The decision is to purchase the product containing retinol because it best meets their needs. 4. Post-purchasing behavior is characterized by the utilization of the product and the satisfactory quality, they need to share it with others, also known as "word of mouth".