The Perception of Advertising Media Affects the Purchasing Decision of Consumers in Phuket

Abstract

The objectives of this research were: 1) to study the level of perception in advertising media and the level of consumers’ purchasing decisions in Phuket, 2) to compare the levels of perception in advertising media and the purchasing decisions of consumers classified by personal factors and 3) to study the relationship between the level of advertising media perception and the level of consumers' purchasing decisions in Phuket. The sample consisted of 400 consumers in Phuket using the questionnaire. The data were analyzed by frequency, percentage, mean, standard deviation, and tested hypothesis by using t-test, One-way ANOVA, Pair test by Scheffé Analysis and Pearson's Correlation Coefficient.

The results of the research showed that: 1) The levels of perception in advertising media of consumers in Phuket overall, the means were at a medium level with descending order of Electronic media, Specialized media, Mass media, respectively, As for The levels of consumers’ purchasing decision overall were at a high level with descending order of Evaluation of alternatives, Purchasing, Information search, Problem recognition, and Post purchase behavior respectively. 2) The comparison of advertising media perception of consumers classified by personal factors found that gender, age, residence, status and education level were significantly different at the .05 level except for the monthly income, As for The comparison of purchase decisions of consumers in Phuket classified by personal factors found that Personal factors in all aspects were significantly different at the .05 level. 3) The relationship between the level of advertising media perception and the level of consumers' purchasing decisions in Phuket at the statistical significance level of .01, it was found that mass media, electronic media and overall media had correlation with purchasing decision of consumers in Phuket.