พฤติกรรมของคู่รักในจังหวัดเชียงใหม่ต่อการซื้อสินค้า แสดงความเป็นคู่รัก

Abstract

This independent study aimed to investigate behavior of lovers in Chiang Mai province towards purchasing couple products. Research population involved a group of male-female lovers; male-male lovers; and female-female lovers who bought the couple products in Chiang Mai. Since the number of research population could not be exactly specified, this study decided to collect data from the 3 groups of lovers consisting of 100 samples each, which were 300 samples in total. Statistics namely frequency, means, and inferential statistics i.e. Chi-square and ANOVA were applied to analyze differences between research sample groups. Results of the study presented that most respondents were 23 30 years old and earned monthly income at the average amount of 15,001 30,000 Baht. They graduated with bachelor’s degree and worked as employee of private company. The couple products that they purchased included T-shirt as a product item in clothing category and watch as a product item in ornament category. In each time, they bought these products in pieces (separated items) for 2 3 pieces and spent less than 1,000 THB for them. Reason of buying these products was to be a symbol of love. Person influencing their buying decision the most was the respondents themselves. They generally bought the couple products on special occasions and bought them from a shop in a department store during weekend: Saturday and Sunday and holiday at the beginning of the month. They searched for product information through online channel. Important factor affecting their purchase was the high quality of product which allowed them to use it for the long period. They normally took turns with their couple to pay for the product. At the post-buying stage, they highly satisfied with the couple products and tended to recommend friends or acquaintances to buy them. According to the comparative analysis of behavior differences between different groups of lovers, the results were presented as follows. (1) Reason of buying the couple products for the group of male-female lovers was to represent the couple’s identity and to be a symbol of love; while the reason of buying the studied products for the groups of male-male lovers and the female-female lovers was to be a symbol of love. 2) The most important factor influencing buying decision of the groups of male-female lovers and female-female lovers was the high qualities of product such as good quality of fabric, good quality of material, good quality of parts, which allowed the buyers to use that product for the long period; while the most important factor influencing buying decision of the group of male-male lovers was the product with beautiful and modern figure, pattern, design, and colors. (3) The groups of male-female lovers and male-male lovers limited the budget for each purchase at 1,000-2,000 THB; while the group of female-female lovers limited the budget for each purchase at less than 1,000 THB. In an overall view, product, price, and place factors indifferently affected the buying decision of the 3 different groups of lovers in Chiang Mai towards purchasing the couple products at 0.05 level of statistical significance. However, promotion factor differently affected the buying decision of the 3 different groups of lovers in Chiang Mai towards purchasing the couple products at 0.05 level of statistical significance. Hereafter were presented sub-factors which differently affected the buying decision of the 3 different groups of lovers in Chiang Mai towards purchasing the couple products at 0.05 level of statistical significance: product variety, variety of product items, cash on delivery service, effective point of purchase displays, point redemption for special rewards, notifications on new arrival and latest products or special sale promotions to customers through email, Facebook, Line, Instagram, and etc.; and website with attractive product presentation, reviews from previous customers, and availability of product presenters for 3 different groups of lovers.