ส่วนประสมการตลาดที่มีผลต่อนักท่องเที่ยวชาวต่างประเทศในการซื้อเครื่องประดับเงินในอำเภอเมืองจังหวัดเชียงใหม่

Abstract

The purpose of this independent study was to study marketing mix affecting foreign tourists buying silver jewelry in Mueang Chiang Mai District. The participants in this study were foreign tourists who travelled in Mueang Chiang Mai District. The participants consisted of three groups, which were 70 samples from American groups, 70 samples from European group, and 70 samples from Asian group. Decriptive statistics as frequency, percentage and median were used to analyze the data. The study revealed that most of the participants were women, age between 31 – 40 years old, were employed by private companies with a salary between $US20,000 to 40,000, and came to Mueang Chiang Mai District for the first time. The purposes of visiting Chiang Mai by themselves this time were relaxation for more than five days and travelling. The participants knew by themselves that there were silver jewelry on sale (seeing by themselves). The jewelry that the participants bought the most was pendant jewelry. The person who affected the decision to buy the most was oneself. The participants bought the jewelry by themselves, and the reason to buy was because they liked the handicraft. Also, the participants did not buy from the particular stores, and did not compare the price and quality with other stores before buying. Most of the participants paid by cash, and the average price in buying the jewelry per time was approximately 5,001 – 6,000 Baht. The sub- marketing mix factors that ranked top ten highest averages that affected the decision to buy silver jewelry in Mueang Chiang Mai District were: the variety of the product; advertising through media such as website, magazine; the large amounts of product shown in the store, and good knowledge and communication skills of the staffs (the same average); clean and comfortable location; the price when comparing between the price that the participants had found and the price in E-catalog for customers (the same average); easy and comfortable in contacting such as website, E-letter, and fax etc.; stand-alone store and hospitality of the staff (the same average); the percentage of silver in the jewelry (92.5%), and arranging product according to category so that it was convenient to buy (the same average); product conveying story and culture, and reasonable price (not expensive) (the same average); and flawless product.