Consumer behavior towards Thai electronics products: The case of light bulbs.

Abstract

Thailand’s electronics industry is well known as a downstream production hub in the global value chain. However, there are some Thai brands that already directly compete with international brands in the local market. Factors affecting consumer behavior towards a specific Thai electronics product, light bulbs, is studied in this research. The results show that the “branding factor”, or the brand of the light bulb, is really important for Thai consumer behavior, also related to the “social factor”. Moreover, the “pricing factor” pays a role for the purchase decision. Thai firms should consider branding and pricing factors as their strategy.

KEY WORDS: Consumer Behavior / Electronics Products / Branding / Light Bulbs