ความต้องการของร้านค้าทองคำและลูกค้าในจังหวัดลำปาง ลำพูน และเชียงใหม่ ที่มีต่อการใช้เครื่องเอกซเรย์ทดสอบทองคำ

Abstract

The study on “Demand of Gold Shops and Customers in Lampang, Lamphun, and Chiang Mai Provinces Towards Using Gold X-Ray Testing Machines” aimed to 1) investigate the demand of gold shops towards using the X-ray machines for their gold business; and 2) tounderstand customer’s perspectives towards the gold shops that used the X-ray machine to accompany business transactions: selling, buying, and pawning. Samples were divided into 2 groups: a group of gold shops and a group of customers. The sample size of the group of gold shops was 74 while the sample size of the group of customers was 200. Questionnaires were used as the tool to collect data. Data obtained were, then, analyzed by descriptive statistics i.e. frequency, percentage, and means. Findings as obtained from the group of customers revealed that most respondents were females aged 31-40 years old with an education background in a high-school certificate or vocational certificate. They were self-employed and earned a monthly income of 10,000-20,000 Baht. They thought that using X-ray machines to accompany business transactionsof the gold shopsdid not have any effect on them. However, they believed that if the gold price could achieve 100-200 Baht rising because of using the X-ray machine, they would maintain their customer status with the certain gold shops. They also viewed that with the X-ray machine, the reliability of certain gold shops could be strengthened, and they would also recommend their acquaintances to use services at certain gold shops. Findings as obtained from the group of gold shops were presented as follows. According to the background information, most respondents were females aged over 50 years old with an education background in bachelor’s degree. They registered their business in a form of a Company Limited and earned average monthly sales at 500,000-1,000,000 Baht. Their businesses had been operated for over 10 years. The majority agreed that the X-ray machine was necessary for the gold shops. Purpose of buying/intending to buy the X-ray machine was to prevent the sales of low quality of golds: mixing gold with other metals such as quicksilver to the shop. The majority were interested in buying the MNT-A6 model of the X-ray machine. They gained their interest in buying the X-ray machine when they received an interesting advertisement from the shops/dealers. They got to know the shops/dealers of the X-ray machines from flyers/brochures. The most influencing person in buying decision-making process was the business owner. They searched for more information about the X-ray machine before making buying decision. Reason of buying or intending to buy the X-ray machine was the product quality. Most of them accepted that they did not have a plan to buy the X-ray machine in the next 12 months. Below were shown factors affecting demand of the gold shops for buying the X-ray machine to accompany business transactions in Lampang, Lamphun, and Chiang Mai provinces. In product factor, an element affecting the demand for buying the studied product the most was the product quality guarantee, followed by the simple and easy-to-understand machine’s working process. In price factor, an element affecting the demand for buying the studied product the most was the reasonable price comparing to product quality, followed by the availability of installment payment: 6 months, 12 months, 24 months, and 36 months, for example. In place factor, an element affecting the demand of buying the studied product the most was the punctuality of product delivery, followed by the rapidity of order process. In promotion factor, an element affecting the demand of buying the studied product the most was the pleasant and friendly courtesy and enthusiasm of sales staff, followed by the product knowledge and information giving skill of the sales staff.