Customer’s Purchasing Requirements of Creative Products from Thai Wisdom

Abstract

                  The objectives of this study were (1) to compare the personal factors affecting the demand for creative products from Thai wisdom, (2) to study the social factors affecting the demand for creative products from Thai wisdom, (3) to study the psychological factors affecting the demand for creative products from Thai and (4) to study the cultural factors affecting the demand for creative products from Thai wisdom. The participants consisted of 406. This research was quantitative research. The tool of the research was questionnaire. To analyze the questionnaire data, the researcher employed percentages, mean, standard deviation, t-test, One-Way ANOVA, Pearson correlation coefficients and Multiple Regression.

                The results revealed that the most respondents were female, aged over 41 years old, single, Buddhist, a bachelor’s degree, an average monthly income of THB 10,000-30,000. In term of three factors opinion level, it found that the social factor was the first priority and the psychological factor and cultural factor respectively. The results of the hypothesis found that the different personal factors, such as gender, age, educational level, occupation, and average monthly income significantly affected the demand for creative products from Thai wisdom at the statistical level 0.05. But the status did not affect the demand for creative products from Thai wisdom. For psychological, cultural and social factors were significantly affected the demand for creative products from Thai wisdom at the statistical level 0.01