พฤติกรรมของผู้ชายวัยทำงานในการซื้อเครื่องประดับแท้ ในอำเภอเมืองเชียงใหม่

Abstract

This independent study aimed to examine behavior of working-aged men towards purchasing genuine jewelry in Mueang Chiang Mai District. Questionnaires were used as the tool to collect data from 200 working-aged men who purchased the genuine jewelry in the last 6 months. Data were analyzed by the use of descriptive statistics, including frequency, percentage, and mean, as well as analysis of variance: ANOVA. The findings presented that most respondents were 30-34 years with Bachelor’s degree, earned monthly income at the amount of 20,001-25,000 Baht, and worked as employees/private company officer. The genuine jewelry that the majority owned was ring, which was also the type of jewelry that they preferred and was interested in the most. They preferred the jewelry, of which the body was made of gold and silver, in similar proportion, without any gemstone atop. For those who preferred genuine jewelry with gemstone, they preferred diamond the most, followed by jade. Reason of purchasing genuine jewelry was to serve their preference, to count them as individual properties, and to resell them, accordingly. Person influencing the purchase of genuine jewelry was the respondents themselves. They usually purchased the genuine jewelry on special occasion or Saturday, during 11.01-14.00 hrs. at the beginning of the month. Their purchasing frequency was uncertain. Most of them did not have regular shop to purchase genuine jewelry. For those who purchased the genuine jewelry from the regular shop, their reason was mainly given to product quality. In general, the respondents purchased them from gold shops, located in fresh market area, and preferred the shop that offered negotiable product price. They learned about the shops or the genuine jewelry from advertising posters and information obtained affected their purchasing decision. They always compared product quality to its prices. The average expense that they spent for each purchase was 5,000-14,999 Baht and paid in cash. Their favorite after-sale service was the acceptance of product change. The respondents were highly satisfied with their latest purchase. The top ten elements affecting the respondents towards purchasing genuine jewelry in Mueang Chiang Mai district were respectively presented, according to mean values, as follows: product quality, modern and beautiful design, clear price tag, product arrangement in according to its patterns and categories to bring more convenience to customers to choose the product, knowledgeable and skillful staffs, availability of product assurance, product brands (brand-named products), reasonable price comparing to its quality, wide ranges of product prices, variety of products, promotion such as discount, redemption, giveaways, and premium, credit card payment, availability of all product categories to serve customer’s demand, reliable image of the shop, outstanding and beautiful product display at the shop front and inside the shop, and attractive shop fronts.