พฤติกรรมของผู้บริโภคในจังหวัดสมุทรสาครในการซื้อทองรูปพรรณ

Abstract

This independent study aimed to investigate behavior of consumers in Samut Sakhon province in buying of gold ornament. The study was done according to the Consumer Behavior Theory 6W’s 1H and 4 Ps of Marketing Mix Concept. Data collection was done by the distribution of questionnaires to the populations, who were specified to 384 Thai consumers in the older age of 24 years old, registering name in the House Registration of Samut Sakhon province, and buying gold ornament within a period of one year. Data obtained were, then, analyzed by the descriptive statistics, including frequency, percentage, and mean. The findings presented that most respondents were female in the age of 24-29 years old and married. They worked as company employee and earned monthly income at the average of 20,001-30,000 Baht. Their educational background was found in bachelor’s degree. According to the study on behavior of consumers in Samut Sakhon province in buying gold ornament, the respondents generally asked for gold necklace. Their reason of buying it was to be ornament. Factor affecting their buying of gold ornament was the gold price. Beside the respondents themselves, the person involving in decision making to buy a gold ornament was their couple: husband or wife. They bought the studied product on unspecific occasion at the gold ornament shop in market. In general, the gold weight for an ornament that they bought was found at 1-Baht. In average, they bought the gold ornament 1-3 times per year and paid in cash. The result of the study on marketing mix of gold ornament shop influencing consumers in Samut Sakhon province to buy the gold ornament presented that all marketing mix factors were ranked at high level of importance as follows: product, place, price, and promotion, respectively.