Decision Making Behavior on Hand Woven Cotton Product Purchasing for Marketing Mix Development According to the Needs of The Buyers in Muang District, Chiang Mai Province

Abstract

This research aims to explore the decision making and marketing mix factors that affect the purchasing behaviors of hand woven cotton products. As well as guideline for developing marketing mix strategies of hand woven cotton products according to the needs of the buyers in Muang District, Chiang Mai Province. Data was collected by using questionnaire as a research tool and sample size of this study was 200 respondent with Convenience or Accidental Sampling technique. The results shown that customers bought less than 2 pieces and spent between 300- 600 baht per each purchase which they would bought products for special occasion. In addition the result in term of marketing mix factors also indicated that products should be well designed, price should be set in accordance with the quality of products, channel of distribution should emphasized on exhibitions, and promotion perspective: sell representative should take care customer closely. Guidelines for developing marketing mix strategies of hand woven cotton products for sustainability were as followed 1. Products and packaging should be more attractive, 2. The price must be reasonable and match with the quality of the hand woven cotton product, 3. The distribution channels should focus on the various trade shows and the booth at the trade shows should be well decorated, and 4. Promotion should emphasized on Gift With Purchase (GWP) and products exchange policy.