Factors which are influencing silver jewelry buying decision of Thai consumers in Silom area, Bangkok

Abstract

This research paper interests to learn factors which are influencing silver jewelry buying decision of Thai consumers in Silom area, Bangkok. The research objectives are to study influencing personal factors such as age, gender, education, occupation, income level, and marital status, towards silver jewelry buying decision of Thai consumers in Silom area, Bangkok. Second is to study the marketing mix strategy such as price, product, place, and promotion, towards silver jewelry buying decision of Thai consumers in Silom area, Bangkok. Third is to study the relationship between characteristic factor and silver jewelry buying decision of Thai consumers in Silom area, Bangkok. This research uses quantitative method in order to approach the respondents of Thai consumers in Silom area, Bangkok. Data were obtained from online questionnaires were usable for this study. There were t-test, One- way ANOVA, and regression analysis. There were 53% female and 47% female. Most respondents were age between 21- 30 years old. Mostly is employee of private sector. 77% have monthly income from 30, 001 Baht and above. In this research study finds that most consumers prefer to buy ring and prioritize mostly on design. These consumers mostly buy silver jewelry for their personal use. The amount spending of each purchase was less than 3, 000 Baht, including receiving news and information about silver jewelry via internet. As a result after the data analysis was done, there were 4 factors (product, price, place, promotion) used and they have shown no relationship towards silver jewelry buying decision of Thai consumers in Silom area, Bangkok.