Consumer Behavior in Purchasing Decision to ConsumeProducts and Services of Dan Singkhon Community toSupport Foreign Tourists in Prachuap Khiri KhanProvince

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Supaporn Phatratkul, Tasanee Sinchareon, Kanjana Punoiam,Bundit Anuyahong, Wipanee Pengnate

Abstract

The purposes of this study were to study consumer behavior in purchasing decision to
consume products and services of Dan Singkhon community to support foreign tourists in
Prachuap Khiri Khan Province, and to study the relationship between consumer behavior in
purchasing decision to consume products and services of Dan Singkhon community to
support foreign tourists in Prachuap Khiri Khan Province. The research samples were 400
consumers who bought products from Dan Singkhon community in Prachuap Khiri Khan
province. The research instrument was a questionnaire. Statistics used in data analysis were
frequency, percentage, mean, standard deviation and Chi-square test. The findings presented
as follows: 1) the majority of consumers’ reasons to purchase products and services was
souvenirs. Most of them bought products and services from a Thai shop in the community
with approximate expense per time was 1,001-1,500 baht. Information distributed from
friends, relatives and acquaintances; 2) The results of the correlation test showed that the
consumer behavior in purchasing decision to consume products and services was related to
following factors the product purchase decision process of Dan Singkhon community;
perceiving needs and problems; information searching; and after purchasing behavior with
statistically significant at 0.05 level.

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