Purchasing Behavior of Woven Cotton Products in Muang District, Chiang Mai Province : Implication for Marketing Mixes Based on Buyer Needs

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Published: Feb 13, 2019
Keywords:
behavior decision making hand-woven cotton

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Ratthanan Pongwiritthon

Abstract

This research aims to explore decision making and marketing mix factors that affect the purchasing behaviors of hand-woven cotton products. It also aims to present a guideline for developing marketing mix strategies of hand-woven cotton products, based on buyers’ needs in Muang District, Chiang Mai Province. Data were collected using questionnaires on a sample size of 200 buyers by convenience (accidental) sampling. Results show that customers buy no more than 2 pieces and spending between 300- 600 baht per each purchase for using in the products in special occasions. In terms of marketing mix, consumers prefer well-designed products with
price set in accordance with quality. They also prefer trade shows as a channel of distribution and desire good caretaking from sell representatives. Proposed guidelines for developing sustainability marketing mix strategies are as followed: 1. Products and packaging should be more attractive; 2. Price must be reasonable and matched quality; 3. Distribution channels should focus on the various trade shows and the booths at the trade shows should be well decorated; and 4. Promotion
should emphasize on Gift with Purchase (GWP) and products exchange policy.

Article Details

How to Cite
Pongwiritthon, R. (2019). Purchasing Behavior of Woven Cotton Products in Muang District, Chiang Mai Province : Implication for Marketing Mixes Based on Buyer Needs. University of the Thai Chamber of Commerce Journal Humanities and Social Sciences, 37(1), 26–37. Retrieved from https://so06.tci-thaijo.org/index.php/utccjournalhs/article/view/173373
Issue
Vol. 37 No. 1 (2017): January - March 2017
Section
Research Articles

ลิขสิทธิ์ของบทความ

ผลงานที่ได้รับการตีพิมพ์ถือเป็นลิขสิทธิ์ของมหาวิทยาลัยหอการค้าไทย ห้ามมิให้นำเนื้อหา ทัศนะ หรือข้อคิดเห็นใด ๆ ของผลงานไปทำซ้ำ ดัดแปลง หรือเผยแพร่ ไม่ว่าทั้งหมดหรือบางส่วนโดยไม่ได้รับอนุญาตเป็นลายลักษณ์อักษรจากมหาวิทยาลัยหอการค้าไทยก่อน

 

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