Model of Marketing for Cause Related Marketing, Value Creation and Consumer Decision on Natural Cosmetic Products
Keywords:
Cause Related Marketing, Marketing Value Creation, Natural Cosmetic productsAbstract
The aims to: 1) study on consumers personal factors affecting purchase decision of natural cosmetic products. 2) study the level of consent according to cause related marketing, marketing value creation, purchasing decisions 3) study a model of marketing for cause related marketing that affecting marketing value creation and purchasing decisions. The research conducted by utilizing questionnaires for data collection from consumers that experiences in purchasing products. A total sample group of 400 people. Factors and influences between variables were analyzed by inferential analysis and evaluated by Z-test statistic to justify a hypothesis at a confidence level of 95% The study showed that: 1) 387 participants are female (79.0%), 371 participants aged between 18-38 years (75.7%), 275 people had bachelor’s degree (56.1%), 261 people had monthly income less than 10,000 THB (53.3%), 253 people were students (51.6%), 314 people had experienced according to environmental products between 1-3 years (64.1%). 2) the cause related marketing aspect on decent environmental products had the highest level in the importance of similarities and differences between environmental products and problems (average = 4.09) the model of cause related marketing affecting value creation showed X2/df = 1.746, df = 20, P = 0.021, GFI = 0.984, RMR = 0.007, RMSEA = 0.039. The illustrated of the model consisted with the empirical data and general merchandises could be apply this study to define the strategies in cause related marketing for natural cosmetic products.References
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