The Study of Purchase Behaviors, Marketing Mix and Consumers’ Needs for Tie-dye Products in Mueang District, Pathum Thani Province
Keywords:
Purchase Behavior, Marketing Mix, Consumers’ Needs, Tie-dye ProductsAbstract
The purpose of this research was to study Purchase Behaviors, Marketing Mix, and consumers’ needs for Tie-dye products in Mueang district, Pathum Thani province. This is quantitative research and the samples were 399 consumers who have used or bought Tie-dye Products in Mueang District, Pathum Thani Province. Questionnaires were used as a research instrument. Descriptive statistics were used to analyze the data including frequencies, percentages, averages, and standard deviations.
The results showed that most of the respondents were female, aged 20 – 25 years, and earned between 10,001 – 20,000 Baht per month. Most consumers tend to buy tie-dye products to give as souvenirs. They frequently purchased Tie-dye Products from trade fairs with the average purchase cost of 201 - 300 baht per piece. The factors influencing consumers’ buying decisions include pattern, price, and quality. Satisfaction with the tie-dye product marketing mix was high, including product, price, promotion, and place. Problems with tie-dye products include outdated styles, there are few product types to choose from, the sales location is far away, difficult to care for and price is not appropriate. Tie-dye products that consumers are in demand include t-shirts, hats, women's bags, pants, and shawls.
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