ปัจจัยที่มีผลต่อผู้บริโภคในจังหวัดสมุทรสาครในการบูชาวัตถุมงคล

Abstract

This study aimed to examine factors affecting consumers in Samut Sakhon province towards purchasing holy objects. In this study, the population was specified to 200 consumers, who resided in Samut Sakhon province, held Thai citizenship in the higher, were in the age of 20 years old or older, and whose name was registered in the Household Registration of Samut Sakhon province. They must have been the consumers of holy objects. The selection of population was done in according to purposive sampling method. Questionnaires were used as the tool to collect data. Data obtained were then analyzed by the descriptive statistics, including frequency, percentage, and mean. According to the study on general background, most respondents were male in the age of 41-50 years old with graduate level of education, which was higher than bachelor’s degree. Their marital status was mostly married or cohabiting. They worked as employee for private company in the position of field collector and earned monthly income at the amount of 30,001-40,000 Baht. Their family income was more than 50,000 Baht. According to the study on purchasing behavior of these respondents in Samut Sakhon province towards purchasing holy objects, the findings presented that their purpose of purchasing the holy objects was to have spiritual anchor. They believed in its holy miracle, especially in safety aspect. They preferred to purchase the holy object, of which holy miracles were thoroughly covered in all aspects, and which was in a form of neck strap of Buddha image and religious instructor image made of metal. They purchased it from a famous temple, but the place was unspecific, on an occasion when they passed by the temple or holy object stand. In each time of purchase, they paid 100-500 Baht. According to the study on factors affecting consumers in Samut Sakhon province towards purchasing holy objects, the findings presented that they began their purchase of holy objects with the reason of personal belief and faith. Reliable source of information was their respectful senior. The majority of respondents experienced holy miracles and prayed for wishes from the holy objects, especially in approaches of safely, fortune, and wealth, respectively. They also experienced in purposively seeking for a certain holy object. To purchase the holy objects affected the living of their lives in moderate level. People influencing the purchase of holy object were the respectful seniors and relatives, respectively. According to the study on factors affecting consumers in Samut Sakhon province towards purchasing holy objects, the findings presented that all following marketing mix factors affected the decision making of the respondents towards purchase holy objects at high level: product, price, promotion, and place, respectively.