The development of Tai Lue weaving market in Chiang Kham district, Phayao province

Abstract

            This study aimed to study consumer behavior and needs of Tai Lue cloth in Chiang Kham District, Phayao Province and to study the development of Tai Lue Woven Cloth Market in Chiang Kham District, Phayao Province. The sample consisted of 246 consumers. The data were collected by questionnaire. Twelve Thai Tai Lue woven cloth makers in Chiang Kham District, Phayao Province collected data using interview form. Observation both participatory And non-participant The study indicated that 
              1. Consumer behavior Most consumers consider buying long-lasting woven fabrics. Popular choice of woven floor and woven cloth products. Dark shade, water flow pattern Mostly buy products for own use. The consumers make their own purchase decisions and do not count the number of purchases each month. The reason to make a purchase is because the cotton fabric is comfortable and durable. Consumers are interested in buying fabric in the price range of 301-500 baht and buy fabric in the price range of 501-800 baht. 
              2. Consumer demand Most consumers would like to apply the hues and patterns to be more modern. Want to arrange amenities such as seating, drinking water services. Organize marketing promotion activities such as lowering the price of credit for trade. 
              3. Operational characteristics of manufac¬turers. Manufacturers produce popular products. The products that manufacturers produce most are floor cloth and knitting fabric. There is a way to determine the price of a product from cost and labor. Sold by the store. Provide discounts and trade credits to consumers according to the amount of purchase that the manufacturer deems appropriate. Most manufacturers use quality raw materials to produce products. Quality of raw materials and products is checked before being sold. 
              4. Guidelines for developing Tai Lue weaving market in Chiang Kham District, Phayao Province are as follows. 
                       4.1 Product aspects Should develop products to meet the needs and tastes of consumers. It is designed by applying colors and patterns to be more modern. Create packaging that is eye-catching when consumers see it. 
                       4.2 The price should create a variety of price levels for the product. For consumers, there are a variety of price options. 
                       4.3 Distribution channels It should focus on advertising, brochures or advertisements through online media and more co-exhibitors at various festivals. Both in the province and outside the province more than ever. 
                       4.4 Marketing promotion Provide marketing promotion activities such as price reductions. Producers should display the reward marks at the product sales area or on the product itself. For consumers to get to know the products of the group more widely. And it creates a name for it in the product to consumers.