GUIDELINES FOR PROMOTING THE PURCHASE OF IMPORTED PRODUCTS FROM CHINA BY CONSUMERS IN BANGKOK

Abstract

This research aims at guidelines for promoting the purchase of imported products from china by consumers in Bangkok. The key informants were of 7 Thai consumers who had experience in purchasing imported products from China, 5 distributors of imported products from China, and 3 marketing academics. The in-depth interview was administered to collect the data, adopting purposive sampling methods. Content analysis for data analysis. The result indicated that guidelines for promoting the purchase of imported products from China by consumers in Bangkok; the entrepreneur must understand market and target groups; use popular online platforms such as e-commerce websites, social media and shopping applications; providing special discounts or promotions linked to purchasing products from China; use strategies that can create demand and make customers feel benefited; ensure financing and delivery using a secure and reliable payment system; using public relations and advertising activities in local languages; including presenting quick and accurate information about the product; build trust through articles and customer reviews.