目前, 在化妝品市場中, 泰國化妝粉市場持續成長並且伴隨著激烈的競爭。皙嬋是泰國著名的化妝品品牌, 其從事透亮粉的銷售, 該產品在泰國女性中受到廣泛青睞。皙嬋在泰國市場擁有悠久的歷史, 而且其行銷策略饒有趣味。有鑑於此, 本研究旨在瞭解皙嬋客戶的總體特徵, 藉由行銷理論確定選擇皙嬋產品之關鍵決策因素並根據STEPPS模型提供相關建議。 
   在這項研究中進行了深度訪談, 以獲得客戶對制定問卷調查的見解。並在收集201套問卷調查的基礎之上, 研究運用社會科學統計包程序, 以獲取基於行銷理論與STEPPS模型的人口統計資訊及因素分析。   
   分析數據後之結果表明皙嬋的目標客戶是23到27歲的女性, 她們是私營公司的員工。目標客戶每3個月購買一次皙嬋透亮粉。參考定性和定量研究的結果, 顯示存在七個影響客戶決策之因素，這些因素可以歸為兩類。在行銷理論方面, 包含销售管道與促銷關注、價格與包裝關注以及產品和品質關注。此外, 在STEPPS模型方面, 包括品牌忠誠度、 價格與社交媒體敏感性、受廣告影響以及特權。

Presently, the Thai powder cosmetic market has continuously grown with high competition in the cosmetic market. Srichand is the Thai famous cosmetic brand which sells the translucent powder and this product is popular among Thai females. Srichand has a long history in the Thai market and their interesting marketing strategies so this research aims to understand the general characteristic of Srichand’s customers, identify the key decision factors for choosing Srichand product in terms of the marketing mix and provide the recommendations based on the STEPPS model. 
   An in-depth interview was applied in this research to gain the customers’ insights for developing the questionnaire survey. After 201 sets of questionnaire surveys had been collected, the Statistical Package for the Social Sciences program was used to gain the demographic information and factor analysis for the Marketing mix and STEPPS.
   After analyzing the data, the result shows that Srichand's target customers are 23-27 years old females who work as employees in private companies. The target customers were buying Srichand Translucent powder in every 3 months. Refer to the results from both qualitative and quantitative research, there are seven factors which affect the customer decision making and can be separated into two groups. In terms of marketing mix, there are Sales channels and promoting concern, Price and packaging concern and Product and quality concern. Moreover, in terms of STEPPS model, there are Brand loyalty, Price and social media sensitivity, Influenced by advertising and Special privilege.

Table of Contents
中文摘要 (Abstract)	I
Abstract	II
Acknowledgments	IV
Chapter 1: Introduction	1
1.1 Background	1
1.2 Research Motivation	4
1.3 Research Objectives	5
1.4 Research Framework	6
Chapter 2: Literature Review	7
2.1 Marketing mix	7
2.1.1 Product	8
2.1.2 Price	8
2.1.3 Place	8
2.1.4 Promotion	9
2.2 STEPPS model	9
The STEPPS model	10
2.2.1 Social Currency	10
2.2.2 Triggers	11
2.2.3 Emotion	12
2.2.4 Public	14
2.2.5 Practical Value	15
2.2.6 Stories	17
Chapter 3: Research Methodology	19
3.1 Research Design	19
3.1.1 Exploratory research	19
3.1.2 Descriptive research	19
3.2 Target population	20
3.3 Sampling procedures	20
3.4 Data collection	20
3.4.1 In-depth interview	21
3.4.2 Questionnaire survey	21
3.5 Data analysis	22
Chapter 4: Data analysis and results	23
4.1 Result from secondary research	23
4.2 Result from in-depth interview	23
4.2.1 The general characteristic of Srichand’s customer (To answer objective 1)	23
4.2.2 The important factor that affects Srichand’s customer decision making to buy STP (To answer objective 2)	24
4.3 Result from descriptive research	24
4.3.1 Demographic information (To answer objective 1.1)	24
4.3.2 Media consumption of respondents (To answer objective 1.2)	26
4.3.3 Source for finding cosmetic information of respondents (To answer objective 1.2)	26
4.3.4 Factor analysis for Marketing mix (To answer objective 2)	27
4.3.5 Factor analysis for STEPPS (To answer objective 2)	30
Chapter 5: Conclusions and recommendations	36
5.1 Conclusions	36
5.1.1 Conclusion from in-depth interview	36
5.1.2 Conclusion from questionnaire survey	36
5.2 Recommendations	38
5.3 Future research	42
References:	43
APPENDIXES	46
APPENDIX A: IN-DEPTH INTERVIEWS QUESTIONS	47
APPENDIX B: QUESTIONNAIRE SURVEY QUESTIONS	48

List of Tables
TABLE 1 SUMMARY OF SRICHAND'S INCOME FROM YEAR 2014 TO 2018	4
TABLE 2 THE IMPORTANT QUALIFICATION OF MARKETING MIX	7
TABLE 3 THE IMPORTANT STRATEGIES FROM THE STEPPS MODEL	10
TABLE 4 SUMMARY OF RESPONDENT’S DEMOGRAPHIC INFORMATION	25
TABLE 5 SUMMARY OF MEDIA CONSUMPTION OF RESPONDENTS	26
TABLE 6 SUMMARY OF SOURCE FOR FINDING COSMETIC INFORMATION OF RESPONDENTS	27
TABLE 7 KMO AND BARLETT’S TEST (MARKETING MIX)	27
TABLE 8 TOTAL VARIANCE EXPLAINED (MARKETING MIX)	28
TABLE 9 ROTATED COMPONENT MATRIX (MARKETING MIX)	28
TABLE 10 FACTOR ANALYSIS (MARKETING MIX)	30
TABLE 11 KMO AND BARTLETT’S TEST (STEPPS MODEL)	30
TABLE 12 TOTAL VARIANCE EXPLAINED (STEPPS MODEL)	31
TABLE 13 ROTATED COMPONENT MATRIX (STEPPS MODEL)	32
TABLE 14 FACTOR ANALYSIS (STEPPS MODEL)	34
TABLE 15 RECOMMENDATIONS FROM THE STEPPS MODEL	38

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