Factors Influencing Consumer Behavior Toward Aesthetic Services Under the Influence of Beauty Standards in Thai Society

Abstract

This study investigates the marketing factors influencing consumer decisions regarding aesthetic services in Bangkok, focusing on demographic variations, the relationship between these factors and perceived service effectiveness, and their predictive power. A quantitative approach was employed, utilizing structured questionnaires distributed to Bangkok residents aged 18–45 who had used or considered aesthetic services. Data analysis involved descriptive statistics, correlation analysis, and multiple regression. Findings reveal that social motivations, particularly peer and workplace influence, have a stronger impact on consumer behavior than self-perceived physical appearance. Among the marketing mix elements, promotion strategies and provider professionalism were the most influential in shaping consumer decisions. The 7Ps framework (Product, Price, Place, Promotion, People, Process, Physical Evidence) significantly predicted perceived service effectiveness. The study concludes that social and professional environments are key drivers in aesthetic service usage, and that marketing strategies emphasizing trust, expertise, and targeted promotion are most effective. Practically, aesthetic service providers should tailor marketing efforts to reflect social influence and service quality, using demographic insights to enhance targeting, customer satisfaction, and competitiveness in a culturally dynamic market.