Thai Consumer Behavior for Purchasing Sacred Objects
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Abstract
The objective of this research is to understand how Thai people behave when purchasing sacred objects (excluding amulets). The results of this study can be used to develop marketing strategies that will boost the value of sacred objects in line with Thai consumers’ behavior. This research is quantitative. In an online survey, the data was gathered from 400 randomly selected samples of Facebook pages related to the purchasing of sacred objects. It was found that most of the respondents were male, aged 41 to 56 years, earning 35,001 to 45,000 baht per month, and graduated with at least a bachelor's degree. The first three well-known sacred objects are Sai-Dak-Sub (protection and fortune), Pi-Xia (wealth and money), and Malaengphu-Khamluang (fortune). Respondents want to buy sacred objects when they travel to the places of the sacred objects, or when they have problems or see advertisements. Most of them purchase sacred objects from acquaintances, on the internet, or at temples or other sacred places. The price per purchase ranges from 100 to 500 baht. The decision to purchase sacred objects is mainly influenced by respected adults. The sample received the most news via social networks compared to any other channel. After purchasing the sacred items, they feel satisfied and will keep recommending them to others. They will purchase the sacred objects once more in the future. Products, prices, promotions, and places are important marketing mix variables for the highest level of sacred object purchases.
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