การศึกษาความสัมพันธ์ระหว่างประเภทของสินค้าเทคโนโลยีสารสนเทศที่มีระดับความเกี่ยวพันต่อลูกค้าต่างกัน กับรูปแบบการตัดสินใจซื้อสินค้าของลูกค้า / กรกช หิรัญการ=The Study of Relationship between Product Involvement Levels and Customer Decision-Making Styles / Korakoch Hirunkarn
There were several studies applied Consumer Decision-Making Styles (CDMS) in various markets, especially in a rapid growth market such as Information Technology (IT). However, the studies investigated the behavior in IT products as a general, taking no notice of the involvement levels among different IT products which may cause CDMS variation. For that reason, this research aimed to explore the relationship among IT products involvement levels and Customer Decision-Making Styles (CDMS) of the consumers in Bangkok area, whist the customer segments according to CDMS were analyzed and characterized by demographic factors. Notebook computer and USB flash drive were selected to represent high and low involvement product respectively.
The 400 participants were selected by quota sampling with consumers who had experience in purchasing both of notebook computer and USB flash drive. The eight dimensions of CDMS were calculated by using mean score. Then paired sample t-test was applied to compare CDMS between two product types. After that, cluster analysis was conducted according to CDMS for both product types. Finally, a chi-square test was applied to test the relationship between customer segments and demographic factors. The results stating that there is a relationship between product involvement and CDMS. The customer segments of each product type were presented with their demographic characters. Implications for marketing practice can be recommended to manufacturers and retailers in developing a proper plan that fit with each target and product type.
