Consumer Behavior and Motivating Factor for Purchaing Souvenirs : A Case study of Ban Pha Khong, Huai Som Sub-District, Phu Kradueng District, Loei Province

Abstract

The objective of this research of consumer behavior and motivating factor for purchasing souvenirs: a case study of Ban Pha Kong, Huai Som sub-district, Phu Kradueng district, Loei Province was to study consumer behavior, consumer behavior and motivating factors for purchasing souvenirs. The sample was 400 consumer representatives who were selected by a convenient sampling method. Data were collected by questionnaire and statistically analyzed by descriptive statistics for frequency, percentage, mean and standard deviation, and inferential statistic in order to test the relationship using the Chi-square.

The results showed that most respondents were male, having status as single, aging between 25 and 35 years old, holding bachelor's degree, working as private offices, and earning average monthly income of 17,001 baht or more.

In terms of purchasing behavior, most of the respondents used to buy products. The processed products, most of them purchased clothing which the cost of purchasing a product does not exceed 1,000 baht through the manufacturer or source of production directly. The product’s uniqueness is the main reason for purchasing and they want to give their loved and respected persons souvenirs. The person who is involved or influenced in purchasing a product is most likely themselves. The product perceptions were their travel companions.

Regarding the tourists’ motivating factors for purchasing souvenirs in Loei Province, the overall opinion level in 4 aspects was at a high level. Firstly, the local uniqueness of product was important. Secondly, the channel distribution was convenience in purchasing community products. Thirdly, the promotion was a sample product for considering decision. Lastly, the price is reasonable. The hypothesis testing results indicate that demographic data is related to consumer behavior in purchasing souvenir.