EXPLORING THE FACTORS INFLUCING CONSUMER PURCHASE INTENTION AT BURMESE WET MARKET IN BANGKOK

Abstract

The qualitative study "Exploring the Factors Influencing Consumer Purchase Intention at Burmese Wet Market in Bangkok" aims to gain a deeper understanding of the factors that influence the purchase intentions of consumers in the Burmese wet market in Bangkok, Thailand. The study employed a purposive sampling method, and data were collected through in-depth interviews with 20 participants who are regular customers and vendors of the market. The interviews were transcribed and analyzed using thematic analysis. The findings reveal that consumers' purchase intentions are influenced by several factors, including product quality, variety of the products, price, store atmosphere, social interaction, and facilities. The study highlights the importance of a variety of products and price that are the primary factors that influence consumer purchase intention and to attract the customer towards Burmese Wet Market in Bangkok. Next, the study highlights the importance of cultural context in shaping consumer behavior. The study finds that cultural familiarity and social interaction are important factors that influence consumer behavior in the Burmese wet market. Therefore, businesses need to understand the local cultural values and practices to effectively market their products.