Consumer Decision-Making for Tai Lue Woven Fabric Purchases: An Application of the AHP Methodology
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This study investigates the key factors influencing consumer decision-making when purchasing Tai Lue woven fabrics, a cultural heritage of the Lue community. Utilizing the Analytic Hierarchy Process (AHP) combined with the 4Ps marketing framework, this research evaluates consumer preferences based on product quality, cultural significance, pricing, and demographic considerations. Data were collected from 900 participants in Chiang Rai, resulting in 2,700 survey responses. The results highlight that product quality, cultural relevance, and price competitiveness are the primary determinants of consumers' purchasing decisions. Notably, Type A Tai Lue fabric received the highest preference due to its superior craftsmanship and affordability. The findings provide valuable insights for textile businesses and policymakers to refine their strategies, supporting sustainable growth in the competitive woven fabric industry. This research offers a comprehensive approach to understanding consumer behavior and contributes to the development of market-oriented products that preserve cultural traditions.
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