Analysis of Cambodian Citizens’ Purchasing Behavior Toward Consumer Products of to Enhance The Economic Competency of Local Entrepreneurs in Surin Province

Abstract

            The research aimed to 1) study the purchasing behavior of Cambodian citizens toward consumer products, 2) research qualitative information to developing economic competency of local entrepreneurs in Surin Province, and 3) report and implement the research results as strategic information to constructing the guidelines toward economic competency development of the local entrepreneurs. The researchers employed mix methodology comprising the 323 research samples of Cambodian who bought Thai consumer products in 3 areas including Thai-Cambodian border (Chong Chom), O'Smach ,and Siem Riep. Questionnaires and in-depth interview were used as the research instruments, The data were subsequently analyzed concerning frequency, percentage, mean, and standard deviation.

            The research finding concerning purchasing behavior toward consumer products of Cambodian citizens indicated that the most frequent buying product category was garment due to the fact of appropriate prices. The products in this category were selected according to personal preferences, had maximum spending cash of 5,000 Baht per time, were most bought by online channel, and had the buying frequency of once per month. In term of the opinion toward Thai consumer products, we found the average opinion of Cambodian citizens toward Thai products were moderate. The highest opinion was in the reliability and durability, and vice versa, the lowest opinion was poor feeling after purchasing Thai products. The total opinion according to factors influencing purchasing behavior of Cambodian citizens was in moderate level, with the personal aspect as the most influential factor followed by psychological, cultural, and social aspect respectively. The Cambodian consumers expressed their view toward Thai consumer products as good quality and appropriate prices and disagreed of bad feeling after buying Thai products. Finally, the guidelines toward economic competency development if Surin local entrepreneurs suggested that we should encourage vision showing, product development idea, and seeking new marketing channel to make the products more popular. The research suggested the benefits of creative marketing, onling marketing, and SWOT analysis to formulate competitive strategies.