Factors influencing the purchasing decisions of consumers: A case of plastic chairs.

Abstract

The study aims (1) to explore the factors influencing consumers’ decisions when purchasing plastic chairs and (2) to examine whether demographics play a role in decision making of plastic chair purchasing. These results can help companies or plastic chair industry to outline their product development and marketing strategies. Qualitative research methodology was applied in the research. Six persons participated in the in-depth interview. These participants hailed from different areas such as Thawi Wattana, Talingchan, and Bangkok Noi. The results revealed that participants evaluated plastic chairs based on quality, acceptable price range, design, and brand with regards to consumers' perspectives. Demographic background did not impact any aspect concerning plastic chairs. Surprisingly, participants revealed their methods plastic chairs are based on their personal experiences. KEY WORDS: Purchasing decisions/Plastic chairs