Relationship between Perception of Marketing Communication and Frequency in Purchasing Behavior of Cosmetics: Consumers in BuengKan

Abstract

Relationship between perception of marketing communication and cosmetic purchase frequency behavior of consumers in Bueng Karn Province. The objective of research was the perception of marketing communication as the behavior of frequency of cosmetic purchase was studied and the relationship between perception of marketing communication and cosmetic purchase frequency behavior of consumers from a sample of 597 people, the data collection tools were questionnaires and interview forms. Analyzed the data with frequency statistics, percentage, mean, Standard Deviation and testing the hypothesis with the Chi-Square.
The result found that (1) The consumers have acknowledgement of marketing communications in overall were at moderate levels. (2) The most buying cosmetics frequency was toothpaste, secondary were facial foam and facial cream. (3) Hypothesis testing of marketing communication acknowledgement related buying cosmetics frequency of the consumer behavior in BuengKarn were at low levels.