Purchase decision of chock tai yuan textiles of tourists in Ratchaburi Province

Abstract

The purposes of this research were: 1) to study the personal factors of tourists in Ratchaburi Province, 2) to investigate the marketing mix factors used in making a decision to buy Chock Tai Yuan textiles among tourists in Ratchaburi Province, 3) to examine purchasing decision of Chock Tai Yuan textiles made by tourists in Ratchaburi Province, 4) to find out a relationship between personal factors and the purchase decision of Chock Tai Yuan textiles of tourists in Ratchaburi Province, and 5) to study the relationship between the marketing mix and the purchase decision of Chock Tai Yuan textiles of tourists in Ratchaburi Province. The sample was 400 tourists in Ratchaburi who decided to buy Chock Tai Yuan textiles. The instrument used in this research was questionnaire. The statistics analysis used in this study were frequency, percentage, mean, standard deviation, chi-square and Pearson’s correlation coefficient. The results showed that: 1) Most of the tourists were female whose ages ranged from 41-50 years old with a bachelor's degree. They worked as government officers, state enterprise employees and university employees. Their income is between 20,001 - 25,000 baht and their residence is located in Ratchaburi Province. 2) Tourists paid attention to the marketing mix factors with high level of attention. When considering each side of the marketing mix, tourist attention from the most to the least were: products, individual, price, process, physical characteristics, marketing promotion and distribution channel respectively. 3) Most of the tourists could not make a decision whether they should buy the products. When considering purchasing decisions of tourists from the most to the least, they were listed as follows: types of Chock Tai Yuan textiles, frequency of use, objectives for purchasing decisions, clothing design, the average amount of money spent on clothing, and frequency of purchasing decision of Chock Tai Yuan fabrics. 4) For the relationship between personal factors and purchasing decision of Chock Tai Yuan textiles among ourists in Ratchaburi Province, the results showed that gender, age, highest education level, occupation, average monthly income and residency were related to purchasing decisions of Chock Tai Yuan textiles of tourists in Ratchaburi Province with statistical significance at the . 05 level, and 5) There was a relationship between the marketing mix and purchasing decision of Chock Tai Yuan fabrics among tourists in Ratchaburi Province. The correlation of marketing mix factors including price, distribution channel, marketing promotion, individual, process and physical characteristics show statistical significance at the .05 level. In contrast, there was no relationship between products and purchasing decision of Chock Tai Yuan textiles of tourists in Ratchaburi Province with statistical significance at the .05 level.