Factors that Influence Decision-Making in the Purchase of Batik Cloth in Phuket, Phang-nga, and Krabi

Abstract

The objectives of this research were to study the opinion of Thai and foreign customers, who bought batik cloth in Phuket, Phang-nga and Krabi, regarding styles and patterns of batik cloth as well as to investigate factors influencing their decision making in the purchase of batik cloth. The data was collected from a questionnaire. The samples of this study were 600 people: 100 Thai and 100 foreign consumers from each of three provinces, selected by the quota sampling method. The data was analyzed using a computer software program and the descriptive statistics, namely
frequency; percentage; mean and standard deviation.

In terms of the customers’ opinions towards styles and patterns of batik cloth, the results revealed that both Thai and
foreign customers were satisfied with batik cloth painted with crab, fish, shrimp, shell, and coral designs; or floral designs like rose, hibiscus, frangipani, and orchid; and other provincial characteristics. Regarding factors influencing the Thai and foreign consumers’ decision in making their purchase of batik cloth, while a wide variety of choices of batik cloth; the sales methods with regard to the presence of a fitting room; the marketing promotion pertaining
to the services and sales clerks’ suggestions; and the purchasing behavior in terms of preferable patterns and colors of batik were rated as the most significant factors by the customers, a wide variety of prices for every budget was the factor that the customers considered very significant.