พฤติกรรมผู้บริโภคในการซื้อเฟอร์นิเจอร์ไม้ปาร์ติเกิลใน อำเภอเมืองเชียงใหม่

Abstract

This study aimed to investigate consumer behavior towards purchasing Particle board furniture in Mueang Chiang Mai district. Population of this study were identified to 200 people residing and/or working in Mueang Chiang Mai district who purchased the Particle board furniture from shops in Chiang Mai within 6 months for the purchase of personal use and/or interior decoration. Questionnaires were used as the tool to collect data. The data were, then, analyzed by the application of descriptive statistic, consisting of frequency, percentage, and mean. The findings presented that most respondents were female in the age of 31-40 years old with Bachelor degree. They worked as government official/state enterprise employee. They were single and earned average monthly income at the amount of 10,001-20,000 Baht. They lived in their own house with 1-2 family members. Regarding the study on consumer behavior towards purchasing Particle board furniture in Mueang Chiang Mai district, the findings showed that type of Particle board furniture that the majority purchased was a bed. In general, they purchased a piece of Particle board furniture. In the last 6 months, they made 2 times of purchase for the Particle board furniture. They did the immediate purchasing decision towards the studied product, especially when they re-arranged their house/room. The period that they usually purchased the Particle board furniture was at the end of the month, especially on weekend (Saturday-Sunday), mostly in the evening, from 17.00 – 21.00 hrs. The latest expenditure that they spent for the Particle board furniture was 1,001-3,000 Baht. Person influencing their decision making towards purchasing the Particle board furniture the most was the respondents themselves. Purpose of purchasing the studied product was to use it at the house and reason of purchasing it was its reasonable price comparing to its quality. Places where the Particle board furniture was distributed in Mueang Chiang Mai district were Tesco Lotus and Big C Supercenter. Reason of purchasing the studied products from the mentioned places was referred to the convenient location to travel to. Source of information where they learned about the Particle board furniture was the billboard. The majority paid for the Particle board furniture in cash. Regarding the study on marketing mix factors, the findings showed that the respondents ranked product and price as the factors affecting their purchase of Particle board furniture at the highest level. In the meantime, promotion and place factors affected their purchase at high level. Hereafter were shown the top 10 sub-factors affecting the purchase of Particle board furniture: 1) various patterns of furniture, covering materials to prevent furniture from any scratch such as Melamine, aluminum foil, and high-gross PVC, quality insurance, and cheap and reasonable price to its quality 2) convenient location of the shop where was located near community area and easy to access 3) multi-functions with high quality and neatness of the product in negotiable price 4) availability of convenient parking space and product discount, 5) strength and durability of the furniture, reputation of product brand, and rapid and accurate product or service delivery 6) convenience in taking the product home or relocation, media advertisement such as brochure, magazine, and website and availability of giveaway when purchasing lots of products in a large amount of money, 7) product delivery and installation service, viral marketing such as recommendation from fellows, and product guaranty during delivery or installation 8) availability of cash discount, distribution of product documents, brochure, and name card to customers, and seasonal marketing such as new year and Chinese new year, 9) colors of the furniture (colors and patterns of its surface), and 10) product size which was big and worthwhile, reliable shops, and special price for a set of products.