The Main Factors for the Selection on Handicraft Products of Tourist in Samut Songkhram Floating Market

Abstract

The purpose of this research are to : 1) Study personal factors of tourists  2) study purchasing behavior on handcraft products of tourist 3) Study the marketing mix factors used to make a purchase decision 4) Find the relationship between personal factors and purchasing behavior 5) Comparison of the importance of marketing mix factors used in decision making to buy handicraft products in Samut Songkhram Floating Market. The samples were 400 Thai tourists who came to visit and purchase handicraft products in Samut Songkhram Floating Market.  The instruments used included: Statistical questionnaire used in data analysis viz frequency, percentage, mean, standard deviation Pearson Chi- square t-test and ANOVA. Statistical analysis by used computer program.

          The finding reveal that 1) Most of the tourists are females aged 21 to 25 years old. They have a bachelor's degree and most of them are students with monthly average income less than 10,000 baht, 2) The tourists have behavior of purchasing for handicrafts first is a metal product.The purpose or the reason to decide to buy the product is to use it yourself to purchase a product once a month. Most tourists decide to purchase immediately when they see the product. The average price is approximately 51 - 100 Baht. Tourists decide to purchase by themselves. 3) Tourists focus on the marketing mix factors used to make a purchase at the highest level and when considering each side, found that there are 3 levels at the highest level. Sort by descending from the average is product, marketing and pricing. Tourists focus on distribution at a high level. 4) Relationship between personal factors and purchasing behavior on handicraft products of tourist Samut Songkhram Floating Market found that gender, age, education level, occupation and monthly income were correlated with the purchasing behavior of tourists in Samut Songkhram Floating Market at the level of 0.5. and 5) Comparison of the importance of marketing mix factors used in decision making to buy handicraft products in Samut Songkhram Floating Market found that gender, educational levels and occupations of the tourists are important to the marketing mix used in the decision to buy handicraft products in Floating Market, Samut Songkhram Province is different. The age and average income per month of different tourists are important to the marketing mix used in the decision to buy handicraft products in Floating Market, Samut Songkhram Province is not different.