Consumers' Behaviour to Purchase Nakhon Si Thammarat Nielloware: A Case Study of Mueang District, Nakhon Si Thammarat Province

Abstract

The research aims to study the buying behaviour of Nakhon Si Thammarat nielloware products. To examine the relationship between demographic factors, including gender, age, education, income, occupation, and marital status, influencing the purchasing of nielloware products in Nakhon Si Thammarat province. The study aimed at consumers' behaviour to purchase Nakhon Si Thammarat Nielloware. By type of nielloware, characteristics of purchased items, category of product, the pattern, the number of pieces, susceptibility to economic conditions, purchase frequency, cost of buying a nielloware at a time, the reason for purchase, reasons for choosing a shop, a person who influence purchasing decisions, place of purchase, channels of perception of information, and referrals. A population are a person who knows Nakhon Si Thammarat nielloware or experienced in purchased Nakhon Si Thammarat nielloware products. The samples size are 384 people. The research instrument is a questionnaire. The study found that most respondents were female, aged between 41 to 50 years, with a bachelor's degree, occupation as a private employee, monthly income between 20,001-30,000 THB, marital status is single. Preferably to purchase nielloware as silver, ring, buy one piece at a time, applied pattern. Whereas economic conditions affect their purchasing decisions, purchase frequency is indefinable, the cost to purchase less than 10,000 THB at a time, customers buy for themselves. Besides, the reason for choosing a shop is a special discount. The buyer’s decision by themselves, preferred to buy at the shop in Wat Phra Mahathat area, get information about the shop from word-of-mouth, and recommend the Nakhon Si Thammarat nielloware to others.