ส่วนประสมการตลาดที่มีผลต่อนักท่องเที่ยวชาวไทยในการซื้อผลิตภัณฑ์เซรามิกในจังหวัดลำปาง

Abstract

This independent study aimed to investigate marketing mix affecting Thai tourists towards buying ceramics in Lampang province. Samples of this study were specified to 400 Thai tourists who traveled to Lampang province. Questionnaires were used as the tool to collect data and distributed to those samples in accordance with the convenience selection method. Data obtained were then analyzed by the use of descriptive statistics, consisting of frequency, percentage, and mean, as well as inferential statistics, including T-test to examine the different means of 3 samples groups or more. The studied results presented that respondents were male in the age of 31-40 years old, earned average monthly income at 15,001-20,000 Baht and resided in the central region. They had visited Lampang province (including this time) for more than 4 times mainly for sightseeing/leisure purpose. Based upon the study on behavior of Thai tourists towards buying ceramics in Lampang province, the findings indicated that most respondents bought the ceramics for souvenirs. The ceramics that they often bought the most were ceramic cups, bowls, and spoons. In buying a ceramic product, they paid concern on product design. Person influencing to their buying decision the most was the respondents themselves. Place in Lampang where they mostly bought the ceramics from was Ceramic and Industrial Craft Center, Tambon Sala, Koh Kha district, Lampang province. Source of information where they learned about the ceramics in Lampang province was the billboard. Most of them spent 301-500 Baht for their latest purchase of ceramics. Results of the study on marketing mix factors showed that product factor affected the respondents towards buying ceramics at the highest level; followed by place, price, and promotion factors which affected them at high level. Hereafter were shown the top ten elements affecting the respondents towards buying ceramics in Lampang province: 1) various product designs, and manner and service of sale-persons, 2) product usefulness and easy accessibility to the place of distribution, 3) always having new designs, 4) safe package for delivery and convenient parking space, 5) product strength and durability, 6) having professional sale-persons who provided correct product information, 7) having package to increase product value, 8) negotiable prices, 9) getting promoted in provincial events of Lampang such as Ceramic Fairs and Horse Carriage and Train Memorial Day, and 10) product fineness.