Consumer Behavior of Lao Consumers Effect to Thai Products
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Abstract
The main objective of this research was to study consumer behavior of Lao Consumereffect to Thai products, Marketing mix Cultural distance and Consumer satisfaction of The Border of Loei Province that has resulted in the purchase decision.The sample group is Lao consumers who cross over to buy goods at the border of Loei province all 6 locations of 323 people, used simple random sampling. The research tool was a questionnaire on Lao consumer behavior towards Thai products in the Border of LoeiProvinces, divided into 5 parts: 1) Basic information about Lao consumers, including gender, age, status, education level, occupation, income Households and expenses for family consumption, characteristics as a closed-ended checklist, 7item, 2) Information about the marketing mix in 4 areas: product, price, distribution channel and marketing promotion, characteristics were the closed end of the check list, 33 item 3) Information about the cultural distance, characteristics were the closed end of the check list, 4 items4) Information about consumer satisfaction, characteristics were the closed end of the check list, 8 items and 5) Information about the purchase decision, characteristics were the closed end of the check list, 6 items.Index of Item Objective Congruence between 0.67-1.00, the item discrimination ranged between 0.34-0.88, the overall reliability was 0.94.The statistics used were Factor Analysis and Pearson’s Correlation Correlation. The research found that the factors in consumer behavior of Lao Consumer effect to Thai products extraction and grouping of factors can be 4factors: 1) Marketing mix consists of 33 indicators2) Cultural distance consists of 4 indicators3) Consumer satisfaction consists of 8 indicators and 4) The purchase decision consists of 6 indicators.The relationship between marketing mix and the satisfaction of Lao consumers was equal to 0.522 relationship was moderate and have a relationship in the same direction, relationship between cultural distance and the satisfaction of Lao consumers was equal to 0.547 relationship was moderate and have a relationship in the same direction and the relationship between the satisfaction of Lao consumers to bought Thai products was equal to 0.540 relationship was moderate and have a relationship in the same direction. Increasing efficiency in competition Responding to the needs of Lao consumers appropriately and expand the market for Lao consumers Thai entrepreneurs have to increase online distribution channels, maintain product quality,many product developments and should add advertising to a variety of areas in Lao PDR.
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