พฤติกรรมของผู้บริโภคชาวไทยต่อการเช่าบูชาวัตถุมงคล

Abstract

The study on “Behavior of Thai Consumers towards Purchasing Sacred Objects” aimed to examine and compare the behavior of Thai consumers towards purchasing sacred objects. The research population was determined to be 400 samples who were Thai consumers who purchased Thai sacred objects last year (from 1 August 2020 to 31 July 2021). Data analysis relied on descriptive statistics: frequency, percentage, mean, and standard deviation or S.D. Then, the inferential statistics, including Pearson Chi-Square and one-way analysis of variance: ANOVA were applied in order to compare the means of more than 2 groups of variables i.e. gender, age, income, educational background, and career. In this study, the level of statistical significance was specified at 0.05

The findings demonstrated that the samples who purchased sacred objects last year were males aged 41-56 years old or Generation X. Their monthly income was 35,001-45,000 Baht and their educational background was higher than a bachelor’s degree. They were married and worked as company employees. The sacred object that they purchased was a treasure trap in a form of a local woven fish trap. They believed in the magic of sacred objects in the way that the objects could protect them from black magic and bring them peaceful living. They purchased it on an occasion when they take a sacred or leisure trip to a place where the sacred objects were sold. The reason for purchasing the sacred object was the belief that it could protect them from harm and danger. Most of them purchased the sacred objects from friends or respectful seniors. In each purchase, they spent 100-500 Baht for the sacred object. The person influencing their decision towards purchasing the sacred object was their respectful seniors. They learned about the sacred objects through the social network. In this study, the samples agreed that the sacred objects brought them success in what they intended to have or to be and would recommend others to purchase the sacred objects. In the future, they would purchase it more. According to the perception analysis, the level of significance of marketing mix factors affecting Thai consumers toward purchasing the sacred objects was totally ranked at the highest level at 4.34 in an overview. The results of the hypothesis testing on marketing mix factors affecting the behavior of Thai consumers towards purchasing the sacred objects showed that difference was not observed in all factors among those who had different gender and educational background. For those who were in the different age groups, the difference was observed in the product and price factors; but not found in the place and promotion factors at the 0.05 level of statistical significance. For those who were in the different income groups, the difference was observed in the price, place, and promotion factors; but not found in the product factor at the 0.05 level of statistical significance. For those who were in the different career groups, the difference was observed in the place factor; but not found in the product, price, and promotion factors at the 0.05 level of statistical significance.