การศึกษาพฤติกรรมการซื้อสีทาบ้านของผู้บริโภคขั้นสุดท้าย ในเขตกรุงเทพมหานคร / บุญเลิศ ชุตินิมิตกุล = A study on purchasing behavior in decorative paint of ultimate consumers in Bangkok metropolitan area / Boonlert Chutinimitgul
Recently, paints which have been sold in the market are very different in quality and price. It is known that the purchasing behavior of a consumer is influenced by his/her social and financial status. Therefore, the objective of this study is to determine the purchasing behavior of end users of the paint products. This research was conducted in order to give some guidelines to the paint producers and distributors so that they can determine appropriate production and marketing strategies. The methodology used in collecting data for this study is by hand-out questionnaires to the end users in the Bangkok Metropolitan Area. The main points studied are purchasing decisions, purchasing methods including influential persons who influence consumers’ purchasing decisions. The study is based on the following assumptions: 1. Different social-statuses influence purchasing brand name products. 2. Brand name is the most important factor in the making of purchasing decisions by consumers in the Bangkok Metropolitan Area. 3. The head of the family is the most important purchasing decision-maker. The methodology used in testing the hypotheses is the analysis of percentage ratios and Chi-square. It was found from the research that after the first time consumers have their new houses painted, repainting arises again when the previous painting become damaged, loosened or peeled off. In the case of repainting, consumers usually use the same or look alike previous colour. Consumers usually have a repainting within five years or more after the previous one. Before having their houses painted, the consumer majority make inquiries about the budget, quantity and brand name from the painter but choose the colours themselves. The head of the family is the most important purchasing decision-maker. As for purchasing consideration, consumers always fix brand name before purchasing and the brand name they use is always the brand that was previously used. It was found that the most important factor in purchasing behavior is quality, which is contradictory to the assumption set forth. The factors consumers do not take into consideration are premiums and producers’ or distributors’ services. Most of the consumers purchase paint from general retail shops. The research findings lead to three main recommendations as follows: 1. Producers should emphasise quality and concentrate on durable bright colours that do not pale easily and are resistant to Thailand’s tropical weather. 2. Producers and distributors should advertise continuously throughout the year to remind consumers of their brands and to make consumers confident in their brands. 3. Producers and distributors should have instructions for use attached or printed on each paint container in order to prevent misapplication which may decrease the durability of the paint.