การตัดสินใจและพฤติกรรมการใช้บริการสถานเสริมความงามของผู้ใช้บริการในเขตอำเภอเมืองนนทบุรี จังหวัดนนทบุรี

The study on beauty salon users’ decisions and behaviors in Maung district Nonthaburi was aimed to (1) investigate the beauty salon users’ personal factors (2) explore their decision levels (3) look into their behaviors (4) compare the decision levels according to the personal factors and (5) examine the relationship between the personal factors and the behaviors. The samples in this study were 400 beauty salon users’ selected through non purposive sampling nonprobability sampling and quota sampling. The questionnaire was administered to obtain data and the statistics used to analyze the data were frequency distribution percentage distribution mean standard deviation t-test and One-way ANOVA. Cross-Tabulation was applied using statistical package for social science. The study results revealed that most of the samples were single females ranging from 20 to 30 years of age holding bachelor degrees. Most of them were employed by companies with the average income salaries ranging from 5000 to 10000 Baht. The data analysis indicated that the decision level towards marketing mix factors of the 400 beauty salon users was high; and in terms of their behaviors concerning the use of the beauty salon showed that they went to the salon mostly to have their cut and set with the minimum of 500 baht payment. The purpose of going there twice to three times per month was to promote their personality and gain more confidence. They normally went there in the evening (from 4 pm. – 7.00 pm.) spending one to two hours and paying with cash. The personal factors of the beauty salon users affected the level of decisions made to go to different beauty salons. The personal factors of the beauty salon users related to the behaviors of the beauty salon use.