The Comparisons of Perceived Quality and Customers’ Intentions to Purchase Nielloware from Nakhon Si Thammarat based on the Level of Geographical Indication Awareness

Abstract

This research aims 1) to study the perceived quality of nielloware from Nakhon Si Thammarat
among customers, 2 ) to study the intentions to purchase of nielloware from Nakhon Si Thammarat
among customers, and 3) to compare the Geographical Indication (GI) awareness on perceived quality
and intentions to purchase among Thai customers by the level of GI awareness. A total of 253 samples
was collected from customers with intentions to purchase Nakhon Si Thammarat’s nielloware. Survey
questionnaires were used. The results were analyzed by Means, S.D., and one way ANOVA with LSD
method and Between-groups variance tests. The results were that overall perceptions of customers
towards the quality of nielloware were high (3.91), especially for production sites (4.02) and product
types (3.98). Customers of Nakhon Si Thammarat’s nielloware showed high intention to purchase (3.88)
in terms of their attitudes by introducing their friends or others to buy nielloware (3.96), and considering the

products they wanted in the first place (3.94), rather than the behaviors of buying in the future. It was
found that people with low GI awareness showed different perceived qualities and intentions to
purchase comparing to those with medium and high GI awarenesses. The significance was set at 0.05.
More entrepreneurs can be convinced to register GI by these results since customers see its value and
it can be value added in customer perceptions.