ปัจจัยที่มีผลต่อพฤติกรรมการซื้อดอกปทุมมาในจังหวัดเชียงใหม่

Abstract

The purpose of this study aims to study the factors affecting to the Siam Tulip purchasing behaviors in Chiang Mai Province. The information used in this study is acquired from the data collection by the questionnaires given to 185 customers who purchase Siam Tulip in Mueang Chiang Mai District area, and then the data is analyzed by using Descriptive Statistics, Percentages and Means. In addition, Chi-Square statistics instrument is used to analyze the correlation between the buyers' external factors, internal factors, and consumer behaviors. The results, it is showed that most buyers are female aged 41-51 years (50.81 percent), 74 persons are studying in secondary education (40 percent). Buyers mostly perform general employment (22.16 percent) and tourism businesses and service businesses(17.30 percent). For monthly income, 110 buyers earn less than 15,000 Baht per month (59.46 percent), and 102 buyers are married (55.14 percent). According to the Siam Tulip purchasing behaviors, almost half of the buyers or 83 persons purchase Siam Tulip for decoration in formal ceremonies (44.86 percent) of all samples. The payment for the entire year purchase is more than 2,000 Baht (30.27 percent). Buyers purchase Siam Tulip recently within the range of 50-100 Baht per each purchase (32.97 percent)The frequency of purchasing Siam Tulip is that buyers mostly purchase Siam Tulip more than 4 times per month (40.54 percent), and buyers focus on any blemish on the flower, discount, reasonable prices, sellers' courtesy, and Siam Tulip's colors respectively. According to the correlation analysis using Chi-Square method in order to test the hypotheses, it is found that the correlation between internal factors and Siam Tulip purchasing behaviors are only the educational levels of the buyers which correlate with Siam Tulip purchasing behaviors. For the purposes of purchase and the correlation between marketing mix and Siam Tulip purchasing behaviors, it is found that marketing promotion or discounting and personnel factors (Sellers' courtesy) correlate with Siam Tulip purchasing behaviors on purposes of purchase, and marketing promotion correlate with Siam Tulip purchasing behaviors on the frequency of purchase.