MARKETING MIX (7PS) TOWARD CONSUMER DECISION OF USING BEAUTY CLINIC

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1 MARKETING MIX (7PS) TOWARD CONSUMER DECISION OF USING BEAUTY CLINIC By Sasikarn Ponsawat Dr. Nont Sahaya Abstract The purposes of this independent study were to examine relationships between marketing mix factors towards decision selecting beauty clinic in teenage population. The samples used in this independent study are teenage who used a beauty clinic both male and female student 300 samples in Burapha University with values of and reliable detection accuracy of a panel of the experts. As a tool to collect data. The statistics used in data analysis is primarily descriptive statistics were percentage, mean, standard deviation. And citation statistics were used to test the hypothesis that the significance level of 0.05 is the Pearson chi-square analysis and Multiple Regression Analysis. The results are the most important reason to use the service to solve the skin problem like acne and melasma. Each marketing mix factors affecting the decision to adopt a beauty clinic, what factors presented by the side of things, physical evidence and people affect the decision for most beauty clinics, followed by the product, process, price, place and promotion respectively. Background and significant of the study From the 2010 Business Trade and services survey whole kingdom, National Statistical office, Ministry of Information and communication technology. Revealed that number of establishment beauty clinic are 116,088 clinics, while in the 2015 growing up to 139,765 clinics ( 20% growth ), that mean these kind of service become more popular than before. Not only the market that growth continuously, the trend is also obviously that the customer group that need safety and reliability of beauty product have changed from high class customers to middle class customers. That kind of trend effect to the penetration of beauty clinic to expand market to rural area and also adapt the strategy for each branches (Nation Online, 2014) Present day, Acne clinic and beauty clinic have very high competition. There are around 10 famous and popular clinics that penetrate the branches more than 400 branches all over Thailand. From original that pay attention only on female customers, today all beauty clinics focus on male customer also. Not only people in working age, but teenager seems to come to beauty clinics much more than before (see from the long queue in popular clinics) to make the acne treatment, minor surgery. The teenager have not high purchasing power, but volume (per head) are very high ( Kae Jon.com,2012) Since joined the part of ASEAN 2015, Thailand is an emerging country for economic growth that include beauty market. Thai business community is aiming for is the expansion of investment abroad and with this such opportunity, Wuttisak Clinic, a wellknown beauty clinic is one of the company s that is eager to invest and expand their branches via abroad. They already opened new branches in Laos, and Cambodia last year. Thailand's beauty clinic business has grown upward by an average of 20% per year in the past five years. Therefore it is interesting to study whether marketing mix factors (7Ps) can influence consumer behavior that using beauty clinics or not? And from the information of statistics that let us know that the rate of beauty clinics customers have been raise continuously every years in last 10 years, what strategy do they made for marketing?. To be useful for who Interested parties to open Beauty Clinic (especially for myself), to realize the real need of customers. Furthermore the data will be useful for development marketing strategy for beauty clinic in the future.

2 Objectives 1. To study the decision of the beauty clinics teenage customers. 2. To study the influence of 7Ps toward consumer behavior in term of decision making to use service at beauty clinics. Scope of research To study the factors that influence the decision of students to use beauty clinic around Burapha University. By Marketing mix factors (7Ps) that influenced to consumer behavior. Framework of the study Independent factors Marketing Mix Product Price Place Promotion People Process Physical environment Dependent Factors Decision making Need recognition Information search Evaluation of alternative Purchase decision Post purchasing behavior Philip Kotler,2003 Schiffman and Kanuk, 1994 :659 Expected benefits The result of the study can be useful for the executive of beauty clinic to modify for their marketing strategy especially for myself.

3 Conclusion of the results The information about the marketing mix (7ps) that influenced customers decision to choose the beauty clinic. Product factor; Most of samples first rank the reason of good quality of product (mean=4.01), follow by high technology of instruments and staff services (mean=3.98) Price factor; Most of samples given first rank for doctor fee and service charge suit the quality (mean=3.96), follow by fair price of products and medicines (mean=3.95) Place factor; Most of samples given first rank to the reason of easy for transportation (mean=3.91), follow by clinic set up in the shopping mall (mean=3.72) Promotion factor; Most of samples given first rank to the discount coupon (mean=3.78), follow by VIP card for special customers (mean=3.73) People factor; Most of samples given first rank to the reason of good advice and reliable from expert or doctor (mean=4.12), follow by the ability of staffs can solve the problem very well (mean-4.09) Process factor; Most of samples given first rank to the small waiting time to see the doctor (mean=4.07), follow by the process of treatment continue fluently (mean=3.96) Physical evidence factor; Most of samples given first rank to the high technology instruments (mean=4.15), follow by parking lot available (mean=4.03) The information about decision making of customer using the beauty clinic. From the statistical assessment of customer s decision making, illustrated that the highest reason was many of recommendation from outside (mean=4.32) and clinic settle in good or comfortable location (mean=4.31). The high level reason of customer decision are huge volume of regular customer at that clinic (mean=4.16), satisfy from the service (mean=4.15), the cost is fair (mean=4.14), professional staff at the clinic (mean=4.09), clearly informed about the service from advertisement (mean=4.03) and clinic is famous about good result (mean=3.98) respectively. Hypothesis testing result Statistical analyze by Pearson Chi-Square and Multiple regression analysis which are significant at p=0.05 from the hypothesis: Marketing mix (7Ps) have influenced to decision making of customers to use beauty clinic. Found out that marketing mix factor (7Ps) has influenced toward decision of consumer to use beauty clinic by percent with significant p<0.05. The study result is relevance to the hypothesis that the marketing mix factor (7Ps) has influenced toward customer decision to use beauty clinic. Furthermore, when consider in detail at each of factor from marketing mix (7Ps), at statistical p=0.05, Physical evidence and people factors are influenced toward customer decision the most, then follow by product, process, price, place or distribution and promotion factors respectively.

4 Recommendation in implementation for the business Recommendation in implementation for the business Business strategy from this research. From the independent study of marketing mix (7Ps) that influenced teenage consumer decision to use beauty clinic. Researcher has suggestion to each topics. Product factor, found out that customer given most importance to quality of product illustrated that customer expect for their safety the most from beauty clinic, so beauty clinics should have the most safety and effective drug to treat the customer. Price factor, found out that customer given most importance to doctor fee and service charge suit the quality, illustrated that customer need the fair price for their beauty to feel like what they pay were worth for their beauty. Beauty clinic should clearly show the price list for helping consumer decision. Place factor, found out that customer given most importance of easy for transportation. So beauty clinic should settle in the place that comfortable to find and have enough parking. Promotion factor, found out that customer given most importance on discount coupon and VIP card and discount on special customer. But not only old customer that clinic have to keep but new case also, beauty clinic have to focus on new customer like giving promotion for new customer, such as giving 50 percent off for new customer when first came from old members recommended. Process factor, found out that most customer like small waiting time to see doctor. So one thing beauty clinic should concern is about waiting time of every process during service to make customer most satisfy. People factor, found out that most customer love good advice and reliable from doctor. That mean beauty clinic should have well recruitment of staff to gain customer trust and keep professional image for the clinic. Physical evidence factor, found from study that most customer weighing the most to high technology of instrument. Beauty clinic should invest for new technology of medicine or any other machine to gain royalty of customer. Such as, in case of laser, should be the newest one like fractional CO2 laser. Discussion The independent study result of marketing mix (7Ps) has influenced to consumers decision to use beauty clinic has consistence with the study of Kanokwan Thongruen (2012) who has been studied factors that affected the customer decision to use beauty clinic in Saraburi which the result found out that marketing mix; Product factor given to image and famous of the clinic. Price factor is cost suitable from service quality. Place factor is easily for transportation. Promotion factor is usually advertise via media. People factor is given importance to expertise and reliable of doctor or healthcare professional. Process factor is fasten of service procedure. Physical evidence is aim for the clean of clinic. As well as of Ornrattha Pornthanachai (2005) who found the factors from Physicians background, quality of service provider, environment in clinics, doctor fee and medication cost and promotions are all main factors for customer decision. As same as Sakda Deekhampor (2010) studied the behavior of teenage customer to use beauty clinic, found that The objective of using beauty clinic was primarily to cure pimples and black spots on the skin. The frequency was 1-2 times a month in the evening, mostly pay by cash, averagely 500-1,000 Baht per each time of receiving service. The source of money paid to beauty clinic was from their guardians. The influential person in decision making was themselves. The person who came with was their friend. They rather used the service of beauty clinic where is easily noticeable, and where has a branch management system. Sikarn Bamrungsri (2007) and Kitima Tipparat (2007) also had study result in the same direction, that Sikarn has studied The factors influences decision making of customers for beauty services and spa in Silom and found that the most of populations are female. Main factor for coming is comfortable. Separately pay for each service

5 Recommendation for further research To make this research be continuously advance for further useful for solve the service marketing problem, the researcher has some suggestion below. 1. Study in the other area, other population, in the various place. To know what exactly consumer really want. To compare the demand at each place. The advantage of these can help beauty business to gain more profit from their customer in different area, different type of customer style. 2. The study could be in the different independent variable, not only marketing mix. The other factors such as consumer behavior like, how customer care References Bamrungsri, S. (2007). The factors influences decision making of customers for beauty services and spa in Silom. Master s thesis, Faculty of commerce. Bangkok University. Deekhampor, S. (2010). Behaviors of teenagers in Mueang Chiang Mai District in using service of beauty clinic. Master s thesis, faculty of commerce, marketing. Chiang Mai University. Elizabeth A. Minton, Lynn R. Khale (Sep, 2014). Consumer Behavior Knowledge for Effective Sports and Event Marketing. New York: Routledge. Belief Systems, Religion, and Behavioral Economics, Eric J. Arnould, Craig J. Thompson (Mar, 2005). Prediction of Consumer Behavior.Journal of Consumer Research (Journal of Consumer Research Inc.) 18: George Katona, (April, 2015) Consumer Behavior: Theory and Findings on Expectations and Aspirations.The American Economic review Vol.58 No.2, Kotler, P. & Armstrong, G (2004), 'Principles of Marketing', Tenth Edition, New Jersey: Pearson Education Inc Kotler, P. (2003). The Marketing Mix element. Retrieved Sep 7, 2010, from Kuester Sabine, (May, 2012) Consumer behavior: Strategic Marketing & Marketing in Specific Industry Contexts, University of Mannheim, Kulpadee, K. (2007). Factors that influence decision in using beauty clinic in Ubonrachathani Council, Ubonrachathani Province. Master s thesis of business administration, Ubon Ratchathani Rajabhat University. Lunenburg, F. (2010). The decision making process. National Forum of Educational Administration and Supervision Journal Vol.27 No.4, From on%20making%20process%0nfeasj%20v27%20n4% pdf Michael Solomon, Rebekah Russell-Bennett, (2013), Consumer behavior 3rd Edition. Pornthanachai, O. (2005). Important factor toward making decision for using treatment at Doctor Parinya clinic in Chonburi. Master s independent study. Graduate school of commerce, Burapha University Proctor T. (Feb, 2005), 'Strategic Marketing: An Introduction', London: Routledge, Thomas L.Saaty, (Jan, 2008) International Journal of service science. Decision making with the analytic hierarchy process Vol.1.Issue.1: Thongruen, K. (2012). Factor that effected customer decision to use beauty clinic in Saraburi. Master s dissertation, Department of commerce, Rachamonkol Technology Tanyaburi University. Tipparat, K. (2010). Behavior of beauty clinic user in Amphur Maung, Pang-nga province. Master s dissertation. Faculty of commerce, marketing. Suan Dusit Rajabhat University. Vandeginste, B.G.M. and Kaufman, L. (1998), Chemometrics: a textbook, data handling in science and technology Vol.2 William Lazer, James D. Culley. (Jul, 1971) Marketing Management: A Systems Perspective' New York,