Customer Perception for Local Cosmetics Using PCA Approach

Cosmetics are crucial for daily of life everywhere in the world for the main propose of body’s protection from heat and sunlight. Presently, people use cosmetics for personal hygiene, attractiveness, self-esteem and promote tranquility. In addition, cosmetics are produced locally with domestic materials for eco-products and environment protection. Varieties of cosmetic’s Thai brands are promoted in the local and global marketplace whereas customers choose them by appreciation. This paper proposes the principle component analysis (PCA) strategy to present the emotional perception of the local cosmetic product. The data collected is analyzed by using statbox and concluded by the remarks for the future conceptual product design and development to meet the customer requirement and perception. The local cosmetics in Thailand were found to be in the perception of safety, beauty, quality and eco-natural products.