พฤติกรรมของผู้บริโภคในอำเภอเมืองเชียงใหม่ในการซื้อ หนังสือ

Abstract

This study aimed to investigate the behavior of customers in Mueang Chiang Mai district towards purchasing book. Samples of this study were identified to 200 customers in Mueang Chiang Mai district whose age was 15 years old or over and who purchased book within a studied year. Questionnaires were used as the tool to collect data. Then, data obtained were analyzed by the descriptive statistics including frequency, percentage, and means. The findings presented that most respondents were female in the age between 15-20 years old. They were undergraduate students and received monthly allowance at the amount of 5,000-10,000 Baht. Results of the study on the behavior of customers in Mueang Chiang Mai district towards purchasing book were demonstrated as follows. The majority purchased books on linguistics in the humanities book category, books on tourism geography in the social sciences book category, books on general sciences in the applied sciences book category, books on business administration in the business administration and management book category, dictionaries and books of reference in the reference book category, studied guidebooks in the general book category. Reason of their purchase was to acquire more knowledge and frequency of purchasing the book was found at once in a week or once in a month in an equal number. They mostly purchased the book on weekend: Saturday – Sunday, during 18.01-21.00 hrs at B2S Bookstore. Reason of purchasing the book at the referred bookstore was the variety of books. In each time, they purchased 2 books and spent about 101-200 baht for them. Person influencing their purchasing decision was the respondents themselves. They always set the plan prior to purchasing the books and expected to collect them at home after finished reading. The disappointment that they had towards purchasing the books was that the book title was irrelevant to its content. Their most favorite promotion was the cash discount. Regarding the study on marketing mix factors, the following factors affected the purchase of those respondents at high level: price, place, promotion, and product, respectively. The top ten elements affecting their purchase were 1) reasonable pricing comparing to book’s quality, easy to find at leading bookstores, and cash discount, 2) clear price tag, 3) having complimentary book, 4) offering a book bonus, 5) similar pricing comparing to other similar books, 6) book exchange policy, 7) book content itself and its selling rate which was cheaper than the price mentioning on its cover, 8) to be able to make an order via Internet, 9) to be able to make an order directly with the publishing house, and 10) easy to purchase at community’s bookstalls.