Marketing mix and consumer behaviors of foreigners living in Chonburi which affect developing Smart Wristband of ABC Company

Abstract

          This qualitative study aims to study consumer behavior affecting purchase decision and investigate marketing mix that influences purchase decision toward smart wristbands in the foreigners living in Saensuk, Chonburi. This research is based on eight informants who are foreigners living in Chonburi and 400 respondents who answered questionnaire. The instruments include interviews and questionnaire. The former data are analyzed by using qualitative research methodology, the latter is analyzed quantitatively by aligned with the researcher’s code of conduct. The data collection and analysis are based on textbooks and guidance related to the research methodology. It found that major sample is male whose profession is teacher of a foreign language. It also found that difference in consumption behavior is relating to purchase need, buying selection, involved parties in purchase as well as purchase decision toward smart wristbands among those foreigners living in Saensuk Municipality, Chonburi. The difference in marketing mix factor affected purchase decision. Overall, the result shows there are many influencing factors affecting decisions to purchase smart wristband. Therefore, product should be improved in several aspects, including safety, accident, and health. Certain features that have not been invented at the moment should be integrated into the product, such as weather or traffic alerts. The service of smart wristbands should drive the consumers’ trust. The product systems should also be comprehensively developed and sufficed the consumer’ needs, and quality of treatment should be continually improved.