Online information search behavior for sanitary ware product in Thailand Market.

Abstract

This study objective is to explore the information search behavior for sanitary ware product specific for Thai market. The model aims to reveal any critical behavior in online information searching which are essential to buying decision. As a result, sanitary ware companies can make use of the proposed model as a guideline to tailor the successful online advertising campaign in order to gain higher sales over retail channel. The main information for this study came from secondary data provided by Google keywords search historical data. The study context was only within Thai boundary and mainly the keywords search in Thai language. The research methodology was constructed based on search behavior pattern by John Ferrara. The research finding was successful and answering the research objective. There are 3 information search behavior model for sanitary ware product in Thai market. The product related search behavior, Brand related search behavior and retailer related search behavior. In conclusion, the study explains what are the essential factor of online information search behavior that could drives retail sale activities. The search behavior models in this study will surely give strategically advantage to any sanitary ware companies who intend to launch the online campaign.

KEY WORDS: Thai sanitary ware market / online information search behavior/ digital channel engagement/ online marketing/ sanitary ware buying decisions