Integrated Marketing Communication Channels Related to Purchase Decision Process Sakon Nakhon Indigo Dyed Fabric

Abstract

The objectives of this research were: 1) to study the integrated marketing communication channels of Sakon Nakhon indigo-dyed fabrics, 2) to study the purchasing decision-making process of Sakon Nakhon indigo-dyed fabrics, and 3) to study the relationship between integrated marketing communication channels and the decision-making process to purchase Sakon Nakhon indigo-dyed fabrics. The target group for data collection was consumers that were living in Thailand and had experience in purchasing Sakon Nakhon indigo-dyed fabrics. The data were collected from 438 people through an online questionnaire. Using descriptive statistics and Spearman Rank-Correlation.

The research results revealed that: 1) The integrated marketing communication of Sakon Nakhon indigo-dyed fabrics consisted of advertising aspect, personal selling, sales promotion, publicity and public relations, direct marketing and direct response marketing, word-of-mouth marketing, event and experience marketing, with an average of 2.85 in the moderate level. 2) The purchasing decision-making process of Sakon Nakhon indigo-dyed fabrics consists of the perception of problems, searching of information, evaluation, purchase decision, the purchasing process, and evaluation after purchase, with an average of 3.25 in the moderate level. 3) The relationship between integrated marketing communication channels to the overall decision-making process of Sakon Nakhon indigo-dyed fabrics, overall, there was a moderate positive correlation, statistically significant.