Decision to Use the Service of Cosmetic Surgery Clinic

The research on decision to use the service of cosmetic surgery clinic was a quantitative research that aimed to study factors influencing consumer behavior in selecting the cosmetic surgery clinic and to study influences of marketing mix on the consumer decision to use the service of cosmetic surgery clinic. Samples were 170 customers who were 20 years or more and had experience of facial cosmetic surgery. Questionnaires were used as instrument to collect data, and statistics applied to analyze data were Frequency, Percentage, Mean, T-Test, One-Way ANOVA, LSD and Regression Analysis. The study indicated that most of the questionnaire respondents were female, age 20-30, graduated with bachelor’s degree, owned business or merchant, income 40,001 or more. Respondents rated significance of factors influencing consumer behavior in selecting the cosmetic surgery clinic at a high level in general with the following order: psychological, cultural, and social factors respectively. Regarding marketing mix factors that affected consumer decision to use the service of cosmetic surgery clinic, respondents rated a high level of significance in general with the following order: promotion, physical environment, procedures, personnel, product, and place respectively. Hypothesis test result showed that gender and age of consumer affects decision to use the service of cosmetic surgery clinic at a significance level of 0.05 Consumer behavior factors including cultural, social, and psychological factors had relations with consumer decision to use the service of cosmetic surgery clinic. Marketing mix factors including product, price, place, promotion, personnel, and physical environment had relation with consumer decision to use the service of cosmetic surgery clinic at a significance level of 0.05From the results of the study, it was recommended that cosmetic surgery clinics should enhance consumer confidence by : guaranteeing satisfactions of consumer after the surgery; setting the price of upper blepharoplasty and rhinoplasty between 10,001-20,000 Baht would help to attract more customers; using movie stars or singers as presenters; providing doctor to advise before and after the surgery and give a clear explanation of full procedures of the surgery.