A STUDY OF PERCEPTION OF THAI CUSTOMERS IN BANGKOK TOWARDS CHINESE ELECTRONIC PRODUCT

Abstract

With the rapid development of globalization and changes in daily life, electronic products have become an inseparable part of people's lives. China's electronic products have achieved certain development in the past ten years, not only recognized in the local area, but also recognized by some other countries and regions. With the promotion of Thailand's economic policy and Thailand as one of the most important economic regions in Southeast Asia, it has also become the main export area of Chinese electronic products. Therefore, how Chinese electronic products can gain a foothold in the Thai market and achieve development has become the focus of this research. The purpose of this study is to study the Thai customers' understanding of Chinese electronic products, the expectations of Thai customers for Chinese electronic products and how to strengthen the loyalty of Thai customers to Chinese brands. The study was conducted by quantitative research methods, and a random sampling method was used to distribute online questionnaires to collect survey data. Among them, a total of 126 questionnaires were answered and 111 samples were eligible for analysis. By determining the Thai customer’s understanding, 90.1% of them like to use Chinese electronic products, the most famous brand is Xiaomi with a type of smart home technology. Almost all of them learn by social media and commercial advertisement channels and the main user is the age group of 25 to 40 and single group. Through exploring Thai customer’s expectations, the study revealed that there were similar perceptions of gender and income in Chinese electronic products, with no significant differences. However, there are significant differences in some cognitive trends in the use of different product types, education, age and marital status. The people who have a bachelor or above level have higher agreement with price than people who got highschool status, people who age below 40 have higher agreement with price than people who are age between 41 and 65. Brand recognition and customer satisfaction as considerate variables were also identified in the survey; these two factors have a significant positive impact on the establishment of Chinese electronic brand loyalty, but product attributes and perceived quality do not. The founding above of these perspectives would help Chinese electronic brands manage effectively, make future market planning and strategic decisions to focus more on developing and producing electronic products that are in line with the Thai market and target the right customer base.