| dc.description.abstract | The purpose of the study on decision making to buy Arowana fish online was to
investigate the customers’ purchasing behavior on Arowana fish through online selling channels.
This is a survey research study and the tools used in the study were the online surves generated
from the review of relevant research papers. The data were analyzed from 311 customers using
frequency, mean, standard deviation, K-Mean clustering grouping.
The research result revealed that most of the customers were males between 31-40
years old with buying reasons for the beauty of the fish called Malaysian Golden Arowana with
the price between 5,000 - 10,000 baht. According to the study on the factors affecting the
decision to buy Arowana fish via the online channel, the respondents had a high level of decisionmaking
on marketing mix in all aspects, including the product, physical environment, price,
distribution channel, process, marketing promotion, and person. It was found that male behavior
was different from the female in terms of the price to purchase, which was less than 5,000 baht.
It was also found that they were from all ages with the same reasons to buy fish for its beauty.
However, the fish species purchased and prices varied according to the age range. The
respondents who were less than 20 years old bought high back Arowana fish for the price of
lower than 5,000 baht as well as those from 20 to 30 years old. The customers who were 31 - 40,
41-50, 51-60, and over 60 years old bought golden Malaysian Arowana on the price ranges
from lower than 5,000-10,000 baht, 20,000 baht or more, 5,000 baht and lower, and 10,000 -
20,000 baht, respectively.
By segmenting customers by means of K-Mean Clustering, it was found that in Group
1, the majority were males aged 41- to 50 years old with the reasons to buy for the beauty of
golden Malaysian Arowana fish with the price of 5,000 - 10,000 baht. Group 2 was mainly males
21 - 30 years old with the reasons to buy for the beauty of golden Malaysian Arowana fish with
the price of lower than 5,000 baht. Group 3 was mainly males who were 21 to 30 years old with
the reasons to buy for the beauty of golden Malaysian Arowana fish with the price of less than
5,000 baht. The fourth group was all males aged from 31 to 40 years old with the reasons to buy
for the beauty of golden Malaysian Arowana fish with the price of 5,000 - 10,000 | en_US |
