Buying Decision of Consumers in Bangkok Area for Lace Fabric

Kasemchai Saikul and Watchara Yisuntes
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Kasemchai Saikul: Researcher, Postgraduate school of Business Administration, Kasembundit University, Bangkok.
Watchara Yisuntes: Advisor, Postgraduate school of Business Administration, Kasembundit University, Bangkok, Thailand.

Indian Journal of Commerce and Management Studies, 2016, vol. 07, issue 2, 41-44

Abstract: The current study aimed to investigate the consumer buying behaviour in lace fabric and marketing mix factor that influences lace fabric buying decision of consumers belong to Bangkok area. A total of 110 respondents were studied for this research and the data was analyzed for Percentage, Mean, Statistical t-test, One-Way ANOVA, and Regression. From the research, it was revealed that the demographic factor showed that difference in gender, age, education level, and monthly income did not make any difference in buying decision. Difference in occupation affected buying decision. For marketing mix factor found to be unrelated to buying decision for lace fabric were product, price, and marketing promotion while distribution channel was found to affect buying decision as convenience to buy and punctual delivery. The study suggested recommendations to the industry with 4Ps.

Keywords: Lace Fabric; Consumer Buying Behaviour; Decision making; Marketing mix (search for similar items in EconPapers)
Date: 2016
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