Is diamond a woman best friend? A study of purchasing behavior of fine jewelry in Bangkok / Pimpida Lekkong= เพชรเป็นเพื่อนที่ดีที่สุดของผู้หญิงจริงหรือ? การศึกษาพฤติกรรมการซื้อเครื่องประดับแท้ในกรุงเทพมหานคร / พิมพิดา เล็กคง
- หน้า, ตาราง
The purpose of this study was to study the purchasing behavior and factors which influence purchasing decision on the fine jewelry products. The data were collected from 291 samples in Bangkok area by using the questionnaire. Out of 291 respondents, 201 people have had experience in purchasing fine jewelry. 90 people have never had any experience in purchasing fine jewelry. In additional, the questionnaire was asking further about the plan to buy fine jewelry within the next two years. 155 respondents out of 291 respondents are planning to buy fine jewelry in the next two years whereas 136 respondents are not planning to buy any fine jewelry. It was found that diamond is the most wanted gemstones of the fine jewelry. They plan to buy fine jewelry for daily wear, the most popular product type among fine jewelry is ring. Band rings and solitaire rings are the most popular design which respondents interested. Moreover, the top influence factor among the four-marketing mix is price which must be reasonable with the quality of the product, followed by product factors which focusing on the product quality. Place is the third influencing factors which focus on the safety and security of the physical store. The least influential is the promotion which customers attach in high level on the sales promotion discount and the recommendation from their family or friends, in other word, the word-of-mouth. Thus, male and female are not influenced differently on diamond or gemstone jewelry purchases, or the four factors of marketing mix. However, gender influences differently on the frequency of fine jewelry purchases, types of fine jewelry purchased, planned budget, and the design of fine jewelry.