PURCHASING BEHAVIOR AND MARKETING MIX FACTOR OF GREEN REFRIGERATOR PRODUCT: A COMPARATIVE STUDY BETWEEN THAI AND GERMAN CONSUMERS
Keywords:
Purchasing Behavior, Marketing Mix, Green Refrigerator ProductAbstract
This study aimed to compare purchasing behaviour of Thai and German consumers, focusing on their purchasing behaviour and marketing mix factors in purchasing green refrigerator product. Using purposive sampling method, online questionnaires were sent to Thai and German refrigerator users. The samples were 402 refrigerator users in Thailand and 394 refrigerator users in Germany. The statistical analyses of this study were descriptive statistics, Chi-squares test and t-test. The findings were (1) Consumers in Germany were aware of green refrigerants and were of the opinion that these substances reduced global warming and reduced natural disasters than consumers in Thailand, (2) the interest level of Thai consumers in using green refrigerator products was higher than German consumers, (3) the media which had the most influence on Thai consumers were internet and television, while for Germany consumers, the media which had the most impact were the referral of acquaintances, friends or relatives, followed by recommendation from sales persons, and (4) Thai consumers found that marketing mix was the most important factor for their refrigerator buying decisions and had a higher rate of giving importance to marketing mix than German consumers. This paper suggests that Thai manufacturers should focus on marketing mix, including product, price, place and promotion, to respond to the needs of Thai consumers and ultimately affect their purchasing behaviour.
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