|
The study of buying decision factors and environmental attitudes for outdoor standalone type LED solar lighting in Bangkok and vicinity |
|---|---|
| รหัสดีโอไอ | |
| Title | The study of buying decision factors and environmental attitudes for outdoor standalone type LED solar lighting in Bangkok and vicinity |
| Creator | Saran Mahapun |
| Contributor | Kenneth E. Miller, Advisor |
| Publisher | Thammasat University |
| Publication Year | 2563 |
| Keyword | LED solar lighting, Buying decision factors, Environmental, Bangkok |
| Abstract | Illumination is becoming more critical due to the city's development, in which the requirement of lighting has become a basic need. Nowadays, House owners who want to add more lights for application or decoration have to pay high installation cost for construction work which is relatively high. So many people in Thailand are looking for a device that they can do D.I.Y. instead. Especially, the green trend is also coming to Thailand. Renewable energy, Solar energy has become a trend in Thailand. They can use clean power instead of the coal or oil that the powerplant uses to generate electricity and create pollution. When consumers use green products, they think that they are saving the world.The objectives of this research were to explore the customer buying decision for the LED solar lighting, identify segmentation of customers who are willing to pay for LED solar lighting, and determine the marketing strategies to the segmented customer that are willing to pay for the LED solar lighting.About Research design, this research will be conducted using exploratory research and descriptive research. The exploratory design comprises collecting secondary data and 13 in-depth interviews. These methods will measure customers’ decision factors, green attitudes, product understanding behavior, and barriers to purchase. Another method is descriptive design, which has been undertaken questionnaires by 213 respondents from online surveys. The descriptive method findings will help emphasize customer segmentation, marketing factors for customers who are willing to purchase LED solar lighting. Sampling selection will be carried out for respondents aged between 22 - 65 years old, living in a house with outdoor space in Bangkok and Vicinity. |
