Digital Marketers for Attitudes and Purchase Intentions Towards Modern Personalized Cosmetics, Impact of Manufacturing and Engineering Technology Management

Abstract

Thailand's e-commerce cosmetics and personal beauty care market has grown by double digits, spawning a new field of competition that has migrated from offline in-store to online platforms. Despite its rapid growth, Thailand is still in the early stages of internet commerce. Not everyone in Thailand is comfortable or passionate about internet shopping. Given this market potential, the study's results will assist luxury cosmetic and skincare firms in better understanding the behaviors and expectations of Thai women, since best practices from other countries may not be applicable to the Thai market and clients. This study looks at the relationship between perceived value and trust in order to predict whether people will buy customized cosmetics online. To assess clients' desire to buy cosmetics online, a critical relationship between brand image, customer trust, and digital marketing must be established. Differences in customer demographics, behaviors, and expectations across physical locations will also be investigated, as will offline and online sales of counter-brand cosmetics and skincare. The study will analyze the elements that influence Thai women's online cosmetics and skincare purchases by using secondary data and observation to obtain information from 500 female participants. The participants were female internet consumers who had used products from the top three brands in the previous year: L'OREAL (LOR), Lancome (LAN), and Maybelline (MBL), and the respondents had "some" comprehension of customized cosmetics. Furthermore, participants must be a Facebook user for more than a year and a member of any Facebook cosmetics fan sites. Customers' demographic and psychographic characteristics, as well as their purchase behaviors, digital marketing strategies, and marketing methods, are among the key elements investigated. The findings of this study are intended to provide a more in-depth understanding of customer shopping behavior and expectations, as well as to identify the critical success factors that brands should prioritize when developing digital marketing strategies to influence female consumers' purchasing decisions through online shopping channels in Thailand.