Skin whitening products have increasingly gained popularity in Asia especially among Thai consumers. This research investigated consumers' attitudes towards buying skin whitening products in Bangkok by employing a questionnaire as a research instrument. Copies of the questionnaire were distributed to and collected from a sampling population of 400 in Bangkok metropolitan area. Descriptive statistics and one-way analysis of variance (ANOVA) were utilized for data analysis. Our findings showed that consumers? buying intentions were affected by the following factors: brand association (quality according to the price, p = 0.018), reference group (printed advertisement, p = 0.026), retail outlet as a marketing mix (cosmetics shop with decoration, p = 0.030), pricing as a marketing mix (price as a factor to buy (p = 0.001), perception of skin whitening products as an expensive product (p = 0.000) and reasonable price to buy (p = 0.001)). Interestingly, promotional marketing and perceived quality as marketing mixes did not contribute to consumers' intention to buy skin whitening products. Towards the end of this study, a refined research model frame is offered and a discussion is provided.
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