The study on factors affecting female choice of face sunblock lotion in Pathumthani Province was conducted to inspect the consumer choice behavior of face sunblock lotion and to examine the significant level of marketing mix factors affecting the consumer purchasing choice of face sunblock lotion in Pathumthani Province. The questionnaires were used to collect the data from the samples consisting 420 female consumers in 4 districts ie, Muang, Thanyaburi, Lamlukka and Khlong Luang.

The study demonstrated that the majority of the respondents were 21-25 years old, students status, had Bachelor’s degree, earned an average monthly income of 10,000- 20,000 Baht and were single. The analysis of consumer purchasing behavior of face sunblock lotion showed that most of the respondents used Nevia products, their friends had influence on the purchasing decision, bought twice a month, spent less than 300 Baht per time and bought 3 items of products. The study on the significant level of marketing mix factors affecting the consumer purchasing choice of face sunblock lotion showed as follows, according to the product aspect, the consumers considered most on sunblock specifications, and reduction of face dullness, according to the price aspect, the consumers placed importance on reasonable price and suitable for the quantity and their worth paying, according to the distribution channel aspect, the consumers stressed on product displaying at attractive locations, according to the market promotion aspect, the consumers focused on additional promotion at sales places such as skin examination in order to know their skin problems.