Segmenting Consumer and Purchase Intentions for Designer Furniture in Thailand
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Abstract
This study aimed to explain purchase intention toward Thai designer furniture through brand experience and customer. The research employed a quantitative research approach using a survey method. A questionnaire was developed as a research instrument, and data were collected from a sample of 200 respondents. The data were analyzed using multiple regression analysis with the stepwise method, segmented by marital status and income levels. The results revealed that behavioral brand experience was the strongest predictor of purchase intention toward Thai designer furniture among single without children’s consumers (β=.324, p<.01). While corporate brand image most strongly explained purchase intention among consumers with other marital statuses (β=.345, p<.001). Furthermore, both customer image and corporate image dimensions of brand image exerted the greatest influence on purchase intention among consumers with a monthly income of 10,000–50,000 THB (β=.300, p<.01). Meanwhile, corporate brand image was the most influential factor affecting purchase intention among consumers earning 50,001 THB or above (β=.326, p<.001). These findings provide crucial practical implications for targeted marketing strategies. Entrepreneurs should emphasize hands-on experiences like product trials for single consumers to reduce uncertainty. Conversely, when targeting other marital statuses or high-income groups, the focus should shift to building and communicating a strong, trustworthy corporate reputation through professional branding and industry endorsements. For middle-income buyers, communications must clearly emphasize functional value and product durability to build credibility.
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