INVESTINGATE THE BUYING BEHAVIOR OF GEMS AND JEWELRY BASED ON THE BELIEFS OF TOURISTS WHO COME TO BUY AT THE CHANTHABURI GEM MARKET.

Abstract

Various situations all that happens, spread of COVID-19, danger from environmental problems, economics and politics, can lead to a feeling of insecurity and unsafety. People use "belief" to anchor their minds. This increasing demand has been a topic of study for academics in many fields and giving rise to marketing ideas. Superstitions are used in Thai society to produce products and services according to superstitious beliefs. The objective of this research is to investigate the buying behavior of gems and jewelry based on the beliefs of tourists who come to buy at the Chanthaburi gem market. The study area is designated as the Chanthaburi Gem Market, which is the number one gem trading market in the country and number three gem trading market in the world. Questionnaires were used as a tool for collecting data from 400 tourists. The questionnaire was divided into 4 parts. The reliability of the questionnaire was determined to improve the questionnaire. Therefore, confidence values were obtained from the revised questionnaire. Submit an ethics assessment human research is used to collect data. T-test and One-Way Anova are statistics used to analyze data to obtain information on personal factors of respondents, their behavior when purchasing gems, and their belief in superstitious jewelry, beliefs that influence the decision to buy gems and superstitious jewelry. Results found that different genders do not affect superstitious beliefs when deciding to buy jewelry. Personal factors related to regarding different religions and different incomes affect superstitious beliefs in deciding to buy jewelry differently. The researcher presented an example of using superstitions from research results to design and create products differently in the recommendations section.