Purchasing Behavior of Local Snack Products among Tourists in Phuket Province
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Abstract
This study aimed to: (1) examine the personal factors of tourists in Phuket Province; (2) investigate the marketing mix factors influencing tourists’ selection of local snack products in Phuket Province; (3) examine tourists’ purchasing decision-making behavior regarding local snack products; (4) determine the relationship between tourists’ personal factors and their decisions to purchase local snack products in Phuket Province; and (5) determine the relationship between marketing mix factors and tourists’ decisions to purchase local snack products in Phuket Province. The study employed a quantitative research methodology. The sample consisted of 400 tourists who traveled to Phuket and purchased local snack products. Data were collected using questionnaires and analyzed using the Chi-square test.
The findings revealed that: (1) Most tourists in Phuket Province were female, aged 20–35 years, held a bachelor’s degree, worked in government agencies or state-owned enterprises, and had an average monthly income of 15,001–30,000 baht; (2) Tourists who purchased local snack products in Phuket Province rated the overall importance of marketing mix factors at a high level; (3) Regarding purchasing decisions, most tourists purchased local snacks as souvenirs, particularly Tao So, Ang Ku, and A-Pong. They purchased these products an average of 2–3 times per month, with 2–3 bags or boxes per purchase, and spent approximately 1,001–2,000 baht per purchase; (4) Tourists’ personal factors, including age, educational level, occupation, and average monthly income, were significantly associated with differences in their reasons for purchasing, types of products purchased, purchase frequency, purchase quantity, and expenditure, at the .05 significance level; and (5) The marketing experience dimension of the marketing mix was significantly associated with the type of product purchased, purchase frequency, and purchase quantity. However, no statistically significant relationship was found between marketing experience and reasons for purchasing or expenditure per purchase at the .05 significance level.
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