Consumer Behavior and Marketing Strategies for Promoting Pottery Products around Songkhla Lake Basin

Abstract

This research aims to study consumer behavior, factors related to consumer behavior, the opinion level of the marketing strategy, and factors related to the opinion level of marketing strategies. Data were collected 200 samples from consumers in Songkhla Lake Basin areas include Phatthalung and Songkhla Provinces. The data analysis statistics included percentage, frequency, mean, standard deviation, Chi-square, t-test, and F-test. The results found that consumers had a buying behavior in terms of patterns was mostly vases with prices in the range of 201-400 baht, and various retail stores were an important source of purchase. Personal factors related to purchasing decision behavior were marital status, occupation and monthly income. The opinion level of the marketing strategy found that the overall was at a high level. The product aspect had the highest average, followed by price, distribution channel, and marketing promotion respectively. The factors related to the opinion level of the marketing strategy were age and monthly income at the statistical significance level of .05. Therefore, the marketing strategy should focus on product development and production in accordance with consumer behavior.