Women Cosmetics Consumer Behavior And Marketing Strategy Of Herbal Cosmetics

Thai herbs are considered as one of the most important natural resource of the land. There are more than a thousand of herbs which have been used as Thai traditional medicines and food longer than two millenniums. At the present, the natural conservative trends have influenced the people in Thailand to look after environment surround them. Moreover, they are likely to take care themselves too. Consequently, the purchasing decision-making processes of consumers have been motivated and changed by those trends. That is to say the impacts from consuming goods will be seriously concerned regarding their effects on environment. This lead to the rapid growth of "Green marketing", the environmental friendly products. The cosmetics which have natural extract is counted as one of green products. It is interesting to note that they have gained many attentions from manufacturers and consumers.With the development of economy and improvement of living standard, people’s requirement for beauty promotes increasingly, and the cosmetics consumption in our country showed a momentum of rapid growth. The female is the main force of cosmetics consumption; thus, their consumption psychology plays a more and more important role in the selection process of cosmetics. This study is important for both the cosmetics promotion and the development of cosmetics industry. It offers a new way for Thailand cosmetics enterprises in developing their marketing strategies based on the consumption psychology.The purpose of this research was threefold:firstly,to study the customers’behaviors in purchasing herbal cosmetics; secondly, to study the consumers’behavior in purchasing or using the services of Chansawang herbal cosmetics as classified by population characteristics; lastly, to study the consumers’ level of satisfaction towards marketing strategies as classified by population.The questionnaires of the research are designed by following the consumers of Chansawang beauty shops in Bangkok. Afterwards, SPSS descriptive and crosstab analysis will be adopted to analyze the results.