FACTORS AFFECTING CONSUMER DECISION IN BUYING IMPORTED KITCHEN FURNITURE

Abstract

The research findings showed that most of the respondents were female aged between 41 and 45 years old, with an educational background at a master’s degree level, being business owners or freelancers. Their incomes were around 100,001-150,000 Baht per month.  Moreover, it was found that marketing mix factors, and demographic factors influenced consumer decision in buying imported furniture, at a .05 level of statistical significance. In addition, the findings indicated that consumer behavioural factors including objective of buying, the most important characteristic product, people who had a role in buying decision, and repeated buying behaviour differently influenced consumer buying decision, at a .05 level of statistical significance. However, time of buying was found to have no different influence on consumer buying decision. The overall consumer buying decision was rated at a high level. When considering at each aspect, consumer behaviour in selecting the products was rated the highest whereas the satisfied feature of the kitchen furniture was rated the highest.