The Consumers’ Behavior towards Using Beauty Clinic Services in Mueang District, Surin Province The Consumers’ Behavior towards Using Beauty Clinic Services in Mueang District, Surin Province

Abstract

This research aimed to 1) investigate consumers’ behavior towards using beauty clinic services in Mueang District, Surin Province. 2) compare consumers’ behavior towards using beauty clinic services in Mueang District, Surin Province, according to different gender, age, occupation, income, and opinion. The study consisted of 2,588 people. The sample comprised 364 people. The sample was collected using a simple random sampling method. The data collection instrument was a questionnaire. The statistical methods used for data analysis included frequency, percentage, mean, and standard deviation. Hypothesis testing was conducted using t-tests, one-way analysis of variance (ANOVA), and pairwise comparison of means using Scheffé’s method.

          The results showed the following. 1) The majority of the samples were female, aged 31–40 years, married, and with an education level a bachelor's degree. They were government officer with incomes of 20,001–30,000 baht. 2.) The sample’s opinions on consumers’ behavior towards using beauty clinic services in Mueang District, Surin Province, were overall at a high level. When considering each aspect, most aspects were at a high level, except for the personal aspect, which was at a low level. The aspect with the highest mean score was the process, followed by the product and price, while the personal aspect had the lowest mean score. And 3) A comparison of the sample group's opinions regarding consumer behavior toward the use of beauty clinic services in Mueang District, Surin Province revealed that gender significantly influenced consumer behavior both overall and in specific aspects at the .05 level of statistical significance. Although age, marital status, and education level showed no significant differences overall, differences were found in the personal, physical characteristics, and process aspects. Other aspects showed no significant differences. In terms of occupation and average monthly income, significant differences were found both overall and in specific aspects, namely personal, physical characteristics, and process aspects, at the .05 level of statistical significance.