Factors Associating with Purchasing Decision of Gems and Jewelry and Possible Implication of Online Marketing to Empowering Entreprenuer’s Sale Performance

Chotima Jotikasthira, Suraporn Onputtha

Abstract


The research aimed to study the personal factors and customer’s behavior associated with purchasing decision of gems and jewelry and to recommend possible implication of online marketing to empowering entrepreneur’s sale performance. Data derived from two sources: primary and secondary. Primary source refers to the data collection from 400 samples purchasing gems and jewelry users and also residing in Bangkok and its vicinities by using questionnaires. The secondary source refers to the data obtained from internet, online journal and library. Data analysis was based on descriptive statistics including frequency, percentage, mean and standard deviation; and inferential statistics including independent samples t-test and One-Way ANOVA with least square difference at the significance level of .05. The results showed that customer with different personal factors in terms of monthly income had degree of purchasing decision of gems and jewelry in terms of price, place and promotion, differently. In the meantime, customer with different behavior in terms of type of products, frequency of purchase per year, average spending per time, place of purchase, occasion of purchase and purchasing influencer had degree of purchasing decision of gems and jewelry in terms of product, price, place and promotion, differently, at the significant level as of 0.05. Recommendation of possible implication of online marketing to empowering entrepreneur’s sale performance is also included.

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References


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