The behavior of Thai consumers on Korean-styled rhinoplasty surgery in Thai aesthetic clinics

Abstract

To study (1) the relationship between Korean wave and Korean-styled rhinoplasty trend in Thailand (2) the factors that influence the booming of Korean-styled aesthetic clinics in Thailand (3) the consumer’s behaviors on consuming these kinds of service and the possible effect. For the part of the qualitative data, the analysis was processed from the history data of this trend and from the in-depth interviews of Thai consumers with various attitudes towards rhinoplasty. Additionally, the quantitative data was achieved from the 130 sets of questionnaires. The result shows the most influential factors which are the indicators of behavior and attitude of Thai consumers in both natural and business purposes, are the usage of media and the marketing strategy concerning Korean wave. However, for Thailand, the outcome from this trend is still unsuccessful because of the fact that most Thai consumers have the anti or negative attitude about cosmetic surgery, and also we are still lack of support from Thai government to promote this private business as Korean government.