The Buying Behavior of Foreign Tourists using Chinese for Communication at Samphanthawong District

Abstract

             The purpose of this study had two objectives: 1) the study of buying behavior and 2) the factors of Market Mix (4Ps) have impacted the buying behavior of foreign tourists using Chinese for communication at Samphanthawong District. The research used a Chinese questionnaire to collect data from 400 tourists using non-probability sampling. This research had found that most tourists had come to Samphanthawong District for the second and third time. The third time, most travel with their families. Most visitors come to Samphanthawong District between 10:00–18:00. Visitors spend an average of 100 to 700 baht per item. Most tourists spend up to 1,000 baht and respondents purchased souvenirs. The strongest response was from travelers buying products from Samphanthawong District. Tourists chose to discuss and to buy based on their love and experience. Most shoppers said they liked to buy at the street shops. Most of the travelers with Chinese communication rated communication with tourists at a high level. Samphanthawong District had a very good attitude toward product quality. The attitude toward the price of products was very reasonable, as was the attitude toward the convenience of buying options.