The Decision Making of Textile Chock Tai-Yuan on Purchasing of Tourists in Ratchaburi Province

Abstract

The purposes of this research are: 1) to study the personal factors of tourists in Ratchaburi province ,2) to study the factors of marketing mix are using in the decision to buy Textile Chock Thai-Yuan cloth among tourists in Ratchaburi Province , 3) to study the decision to buy Textile Chock Thai-Yuan fabric among tourists in Ratchaburi Province, 4) find a relationship between personal factors and the decision to buy Textile Chock Thai-Yuan are clothing among tourists in Ratchaburi Province, and 5) find the relationship between the marketing mix and the decision to buy  Textile Chock Tai-Yuan cloth of tourists in Ratchaburi Province. The sample are tourists who decide to buy Textile Chock Tai-Yuan In Ratchaburi, 400 people.The instruments are using in research questionnaires. The statistics are using for data analysis frequency, percentage, mean, standard deviation, and Chi-square and Pearson's Simple Correlation Coefficient Statistics.

            The research was found that as follows: 1) tourist most of them were female, about 41-50 years old with a bachelor's degree in government service, state enterprise employees or university staff. The income was approximately 20,001 - 25,000 baht and was domiciling in Ratchaburi Province. 2) Tourists were paying attention to the factors of marketing mix Very level. When considered on a particular side, in descending order, namely products, personnel, price, processes physical characteristics, marketing promotion, distribution channel. 3) Tourists were judging on the level of not sure what to buy. When considered on a particular side, in descending order, namely. The type of Textile Chock Tai-Yuan opportunities were for using. Objectives were for purchasing decisions pattern of the selected cloth, average cost per time and the frequency was buying Textile Chock Tai-Yuan Fabrics. 4) The relationship between personal factors and the decision were to buying  textile Chock Thai-Yuan Cloth among tourists in Ratchaburi Province were found that gender, age, highest education level, occupation, average monthly income and domicile were relating to the decision to buy Textile Chock Thai-Yuan Clot in Ratchaburi Province with statistical significance at the .05 level.  And 5)  relationship between marketing mix and decision to buy Textile Chock Tai-Yuan Fabric among tourists in Ratchaburi Province. Which were found that the marketing mix factor of distribution channel price marketing promotion, personnel, process physical characteristics. They were relating except marketing mix factors, product aspect. There was no relationship with the decision to buy Textile Chock Thai-Yuan Cloth in Ratchaburi Province with statistical significance at the .05 level.