Factors Affecting Decision on Purchase of Secondhand Products from Japan of Consumers in Southern Region

Main Article Content

Nongrat Sansompron
Kanyanut Chansongkhoa
Natcha Mathong
Wanwadee Seekhaow
Apisak Nwankaew


The study was aimed to examine attitudes and marketing mix associated with the decision on purchase of secondhand products imported from Japan of the consumers in Southern Region. The study was quantitative research. The samples were 400 consumers in Southern Region who purchased secondhand products from Japan. The statistics employed for data analysis included mean, standard deviation and multiple regression analysis. The findings revealed that the attitude of the consumers, the respondents emphasized understanding the most (gif.latex?\bar{x} = 4.15), followed by feeling (gif.latex?\bar{x} = 4.06) and behavior (gif.latex?\bar{x} = 4.04), respectively. Speaking of the marketing mix, the respondents mostly focused on promotions (gif.latex?\bar{x} = 4.23), followed by products (gif.latex?\bar{x} = 4.08), prices (gif.latex?\bar{x} = 4.04) and places (gif.latex?\bar{x} = 4.02), respectively. The attitudes and marketing mix affected decision on purchase of secondhand products from Japan with significance at 0.05.

Article Details

How to Cite
Sansompron, N., Chansongkhoa, K., Mathong, N., Seekhaow, W. ., & Nwankaew, A. (2022). Factors Affecting Decision on Purchase of Secondhand Products from Japan of Consumers in Southern Region. Rajapark Journal, 16(48), 77–89. Retrieved from https://so05.tci-thaijo.org/index.php/RJPJ/article/view/256771
Research Article


Atikongkiet, P., & Srisuttho, S. (2019). The perceived value and consumers’ attitudes toward the marketing mix affecting decision making process of collagen supplements in Bangkok. The National Graduate Research Conference, 14(2652), 1495-1505.

Bangkok Bank. (2020). Second-hand goods market view after covid situation. https://www.bangkokbanksme.com

Bank of Thailand. (2020). Thailand Situation Report 2020. Bank of Thailand.

Jaturongkakul, A. (2000). Consumer Behavior. Thammasat University.

Jitprasong, T. (2018). Motivation, Attitude, and Technology Acceptance Affecting Decision of People in Bangkok to Buy Phone Case from Social Media[Independent Studies, Bangkok University].

Klongkamrai, P., & Boriraj, J. (2019). Factors Affecting Purchase Decision for Clothing via Facebook among Generation Y Consumers in Bangkok. MBA-KKU Journal, 12(1), 132-149.

Kongaun, P. (2020). Why second-hand goods boom in Asia against the global economy. https://www.marketingoops.com.

Kotler, P. (2000). Marketing Management (The Millennium Edition). Prentice-Hall.

Kotler, P., & Keller, K. (2016). Marketing Management. Pearson Education.

Kotler, P., & Armstrong, G. (2014). Company and Marketing Marketing Strategy: Partnering to Build Customer Relationships. In Principles of Marketing. Pearson.

Lonanurak, T., & Jitnorm, S. (2016). Marketing Strategies on Consumer’s Perspectives and Attitude on Consumers Buying Decision Behavior from Convenience Store in Nakhon Ratchasima City Municipality. In The 3rd National Conference on Research and Presentation, Stepping into the 2nd Decade: Integrating Research with Knowledge Towards Sustainability” (pp.73-80). Nakhon Ratchasima College.

Pakdeewatanakun, K. (2003). Decision Support Systems Expert Systems. KTP Com and Consult.

Pattaratanakun, A. (2013). Marketing Genius. Faculty of Commerce and Accountancy, Chulalongkorn University.

Prakai. (2020). Why the 'Second-hand goods' Boom in Asia Against the World Economy is not Enough! Extend Resale Power to Europe as well. https://www.marketingoops.com /reports/behaviors/second-hand-stores-boom-in-asia-europe/

Promchan, V. (2020). A New Way of Income when “Second-Hand Goods” will Become Another Business that is Gaining Momentum After COVID-19. https://cheechongruay.smartsme.co.th/

Sameijain, C. (2007). Consumer Behavior. SE-ED.

Smithikrai, C. (2013). Consumer Behavior. Chulalongkorn University.

Schermerhorn. J. R., Hunt, J. G., & Osborn, R. N. (2000). Organizational Behavior (7th ed.). Wiley and Sons.

Sereerat, S., Laxitanon, P., & Sereerat, S. (2009). Marketing Management. Pattanasuksa.

Sukcharoen, W. (2016). Consumer Behavior. GP Cyberprint.

Surakitbowon, S. (2002). Social Psychology. Suweeriyasan.

Suwanpakdee, P., & Jansri, W. (2018). The Influence of Trust, Attitude and Marketing Mix on Purchasing Decision of Fashion Clothes via Social Media among Consumers in Songkhla Province. Economics and Business Administration Journal Thaksin University, 10(2), 21-38.

Vanichbuncha, K. (2007). Research Statistics (3rd ed.). Chulalongkorn University.