Key factors influencing Thai customers purchasing behavior toward purchasing behavior in gold ornament.

Abstract

The purpose of this study is to understand Thai customers (age above 25 years old) purchasing behavior toward purchasing intention in gold ornament which examined the key influencing factors such as customers’ demographic, retailing mix, and motivation in order to measure what are the key factors that affect Thai customers’ purchasing behavior for gold ornament. This research uses quantitative approach with total of 370 respondents by using paper-based questionnaires and self-administered online survey. Results reveal that the key factors of Thai customers at the age 36-40 years old showed a positive relationship with purchasing intention in gold ornament. Factor analysis showed six factors -buyers’ preference, self-image, product design, trust, expected future value, and price discount- that influence Thai customers’ purchasing behavior. Moreover, there are two factors that have significantly positive relationship to customers purchasing intention these two factors are what the customers prefer (reference group, buying on occasion, self-gift, and gift-giving) and what they are expected (the belief of increasing in future value, one type of investment, and secure for future need). The results of this research would help gold retailers to understand Thai customers better and set marketing strategy to serve Thai customers.

KEY WORDS: Gold ornament/ Jewelry/ Consumer perception/ Retailing mix/ Consumer behavior/ Motivation