รหัสดีโอไอ 10.14457/TU.the.2014.415
Title Consumption behaviors and beliefs of gold purchasers in Southern Thailand
Creator Pussaporn Rattanaamarangkun
Contributor James E. Nelson, Advisor
Publisher Thammasat University
Publication Year 2014
Keyword Gold ,Jewelry ,Purchasing ,Belief ,Culture ,South ,Thailand ,Gold investment
Abstract The purpose of this study is to examine gold buyer’s characteristic in term of demographic in the chosen city of Yala, locating in the South of Thailand. The research also aims to explain consumer behavior through each ladder of the decision-making process that they concern when purchase gold jewelry product. The study was undertaken on both qualitative and quantitative basis. The survey data have been analyzed using SPSS (Frequency and Crosstabs). In-depth interview were conducted with 20 respondents in to develop the questionnaire survey. The total respondents of 120 were used to understand the consumer. The research found that people perceive gold as a type of saving, a status granted, liquidation, and a product that support cultural belief. Islamic people, the majority of population in the south, are not allowed to make money from money; they cannot receive any interest from a saving. Gold jewelry serves this purpose of investment. Most respondents search information regarding gold jewelry from friends and family. The top three factors regarding gold jewelry purchasing that most respondents perceive as the strong factor are the price of the product, a gift provided after purchase, and instant percent discount. When the consumers had purchased the product, they may not compare the product any further in any aspect.
ดิจิตอลไฟล์ Digital File #1

บรรณานุกรม

Pussaporn Rattanaamarangkun และผู้แต่งคนอื่นๆ. (2014) Consumption behaviors and beliefs of gold purchasers in Southern Thailand. Thammasat University:ม.ป.ท.
Pussaporn Rattanaamarangkun และผู้แต่งคนอื่นๆ. 2014. Consumption behaviors and beliefs of gold purchasers in Southern Thailand. ม.ป.ท.:Thammasat University;
Pussaporn Rattanaamarangkun และผู้แต่งคนอื่นๆ. Consumption behaviors and beliefs of gold purchasers in Southern Thailand. ม.ป.ท.:Thammasat University, 2014. Print.