Factors to Affected Product Consumer Behavior Electrical Lighting Equipment Group

Abstract

               The situation of the lighting equipment market in Thailand shows continuous growth. Light generated from electrical devices is crucial for visual organs and human work. Therefore, creating an environment that enhances visual efficiency and reduces eye strain caused by lighting is essential. This research aims to study cultural, social, personal, psychological, and consumer behavior factors related to lighting equipment. Data was collected through questionnaires from a sample group of 400 residents in Bangkok. Statistical analyses included t-tests, ANOVA, and multiple regression.

               The study found that the majority of the sample group were females (51.25%) aged 51-60 years (53.5%). Most had education levels below a bachelor’s degree (88.50%) and worked in companies or businesses (53.25%). The frequency of purchasing lighting equipment was 1-2 times per month (41.50%). Overall, social, personal, and cultural factors were rated highly (4.31, 4.14, 3.68, and 3.68, respectively).

               1) Income significantly influenced consumer behavior related to lighting equipment, with statistical significance at the 0.05 level, accepting the hypothesis.

               2) Occupation did not significantly affect consumer behavior, rejecting the hypothesis.

               3) Predictors related to psychology, social aspects, and culture influenced consumer behavior regarding lighting equipment, with decreasing importance.