FACTORS AFFECTING THE DECISION TO BUY THAI PRODUCTS OF FOREIGN TOURISTS AT THE AREA NEAR THE BTS STATIONS (CASE STUDY OF THE LIGHT GREEN LINE AND DARK GREEN LINE) IN BANGKOK

Abstract

The purposes of this study were 1) to examine relationships between demographics, gender, domicile and age, which affect the decision to buy Thai products and 2) to examine logistic activities that affect the decision to buy Thai products by the group of foreign tourists who visit and shop Thai products around the BTS stations (Light Green Line and Dark Green Line). Samples of 400 cases were drown from foreign tourists who visited the shopping places around the BTS Skyline, light green line and dark green line in Bangkok, using purposive sampling method. Data was analyzed by computer, using software program to find the chi-square test.

Findings

It was revealed that the respondents were those who decided to buy Thai products around the BTS Skyline, light green line and dark green line in Bangkok. The study of demographic factors, including gender, domicile and age, it was found to be a majority of females (243 people), 187 people living in Asia, and 210 people aged between 20 to 29 years old, while 171 bought clothes. There are 199 people which their budget is around 3,001 – 5,000 Baht. There were respondents of 181 people in the Bangkok metropolis with a walking time to shops around the BTS sky train for 5 – 10 minutes. Most of the respondents (193 people) responded to the questionnaires chose the packages with plastic bags.

Based on the hypothesis testing, gender and age were correlated with the decision to buy Thai products around the BTS skyline at a significance level of 0.05, except for the domicile of the tourists.

The budgetary factors to buy back home, a walking distance factors to go shopping, and packaging factors were related to a decision to buy Thai products around the BTS skyline with significance level of 0.05, except for total weight of package factor that does not affect the decision to buy Thai products around the BTS skyline.