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Abstract
The purposes of this research are to explore the marketing mix factors affecting cosmetics for men
buying decision in Mueang District, Nakronpathom Province. The information collection by questionnaire from
population is 400 people and the sampling plan and the proportion to the population quota were applied. The
research found most buyers are students/undergraduate students had during 21 – 30 years and have income and
expenditures per months approximately 5,001 – 10,000 baht. Most of sample has behavior buying cosmetics for
general facial skin especially Nevia for men brand that is the popular to use and the cost of each purchase
approximately 301 – 500 baht. Most of place to buy cosmetics for men are Superstore and The self that is
influencing the buying. To regard the marketing mix factors. The researcher found that distribution channels are
the most affecting, followed by product, promotion, and price, respectively
Keywords: Cosmetics for men, Behavior, Marketing mix
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