ปัจจัยที่มีผลต่อการตัดสินใจซื้อผลิตภัณฑ์ที่ทำจากกะลามะพร้าว ของผู้บริโภค ในอำเภอเมือง จังหวัดเชียงใหม่

Abstract

This independent study aimed at analyzing attitudes toward products made from the coconut shell; home decorations and accessories. Moreover, it aimed at analyzing factors affecting the decisions for buying products made from the coconut shell. Accidental sampling was used to choose the samples of the study which were divided into 3 groups; population of Chiang Mai, Thai tourists who visit Chiang Mai, and foreign tourists who visit Chiang Mai; total 312 people who buy and do not buy products were divided in equal numbers. Data were surveyed from 4 places which were night bazaar market, and 3 walking streets in Mueang district, Chiang Mai province. Tool used in the study was a questionnaire. Furthermore, data were analyzed by using descriptive statistics, and tested for independence between factors and buying decisions with chi-square test. The results found that most of the questionnaire respondents were female aged 30-39 years, graduated from Bachelor’s degree, private organization officers, and businessmen, with the salary of 20,000-50,000 baht. It was revealed that people who bought products made from the coconut shell liked types of home decorations product, especially lamp and accessories. Thai people bought products because they liked the naturalness of the coconut shell, their contemporary design, and beauty. In contrast, the foreigners gave importance to arts and local identity. The buyers, 9.6 percent, were at a highest level and 40 percent were at a high level of product liking. Moreover, it was found that products made from wood can simply substitute the products from coconut shell. Most of the buyers bought the product 1 time a year and interested in buying it when they saw the products at the shop. Therefore, it can be seen clearly that the marketing for product made from coconut shell need to focus on motivating interests of the buyers. In addition, the varieties were needed in order to respond Thai customers and foreign customers whose tastes were different. Moreover, most of the customers prefer bargaining. The recommendations for this study were; in terms of the product, products should be various and new types of products should be regularly designed, but maintaining the identity of local culture along with creating product story. In terms of the price, the new strategy should be promoted to attract the customers. The price should be high enough so that the customers can bargain. In terms of the channel for the distribution, the products should be presented in exhibitions about handicraft and agriculture. The location for placing products should also be prominent and easy to approach. The entrepreneurs should create the association and ask the administrative agencies for holding products from coconut shell design contests.