| dc.description.abstract | The purposes of this research were 1) to study the individual factors of Thai women on making decisions about purchasing Thai-style embroidered textiles in the Bangkok area, 2) to study the marketing mix factors which have an effect on their decision making, 3) to study the decision making of the women, 4) to study the relation between marketing mix factors and the women’s decision making, and 5) to compare the level of decision making on purchasing of Thai-style embroidered textiles, by considering the individual factors. The sample consisted of 400 women who purchased Thai-style embroidered textiles in Laksi, Phra Nakorn, Phaya Thai and Chatuchak districts. The employed research instruments were a questionnaire. The statistical methods used in analyzing the data were frequency, percentage, mean, standard deviation, Pearson Product Moment Correlation and One-Way ANOVA.
The results showed that: 1) The main target group was women who were aged between 41 and 50 years, single and have bachelor degrees. They were government or state enterprise officers who have an income from 25,001 to 35,000 baht per month. 2) The target group prioritized marketing mix factors at a high level; the product factor was at the highest average, followed by the price factor. The lowest average was the staff factor. 3) The decision making considered several factors; the pattern of Thai-style embroidered textiles had the highest average, followed by influencers. The lowest average was the buying frequency. 4) The marketing mix factors (product, price, channel, promotion, staff, place of selling and service) were correlated with the decision making factor, with a significance at the .05 level. And 5) the comparison of individual factors that affect decision making showed that status and average income per month were different, while other factors were the same, with significance at the .05 | en_US |
