04 Behavior and marketing mix of consumers affecting the decision to buy silver jewelry in Thailand

Abstract

The research study “Behavior and marketing mix of consumer influenced to make a
decision in purchasing silver jewelry in Thailand” has purposes: 1.) to study behavior in making
decision for purchasing, and marketing mix which could add value to silver jewelry, also 2.)
the decision of purchasing silver jewelry of consumers in Thailand – by the applied samples
who were decided in purchasing silver jewelry in amount of 390 people. Moreover, the used
tool was questionnaire, and the adopted statistics in the research were Frequency, Percentage,
Mean and Standard Deviation (SD).
From the research result, it found that the behavior and attitude in making decision
of purchasing favored jewelry type was purchase silver jewelry in majority, which are jewelry
types used in earrings and also silver jewelry made as earrings. Besides, place of buying silver
jewelry was usually from department store. The reason in buying silver jewelry is mainly caused
by its product quality. Therefore, the opportunity in purchasing silver jewelry depended on
individual preference – the influential person in making decision to purchase this product
would be volition. Hence, the reason in buying silver jewelry is caused by individual fondness;
the purchase amount was about 1 piece; the budget in buying was around 401-600 Baht for
one time, and they occasionally bought these products about one piece for three months.
Furthermore, the marketing mix factors of purchasing silver jewelry from consumer,
Product is at the highest level in the overview ( = 4.34, SD =0.57) Then, Price in the overview
is at the highest rank ( = 4.49, SD = 0.56), For Place/Distribution aspect, it ranks at the highest
level ( = 4.56, SD = 0.54) Then, the Promotion in overall is at the highest position ( = 4.56,
SD = 0.49), when considered separately, it proved that characteristic of salesperson such as
knowledgeable, competent, courteous, and providing product warranty ( = 4.59, SD = 0.49
and ( = 4.58, SD = 0.49) respectively.