A Comparison of Vernacular Thai Product Identity and Value Perception between Thai and Malaysian Consumers

Abstract

The Thai vernacular product inherited from ancestor wisdom collection. It derives from importance of living and mind responsiveness. The original vernacular arts and craft show the conformation of usage, lifestyle, wisdom of artist and local identity. Nowadays, most of the local vernacular arts and craft are contemporary products that response to the tourist need in the form of souvenir. In this regards, the studies on consumers’ different culture and their knowledge of the Thai local products are necessary to understand the customers’ thoughts. Without any supporting on value recognition of the arts and crafts, it will be very hard to make people from different culture to understand the true value. The research based on quantity research in the form of an experimental research on 2 individual Thai vernacular products. (1) The authentic products are Bencharong (five-color porcelain), silk and fish shape wickerwork while (2) the modern products are coffee set, tissue box and lamp. The products are used as stimuli to test on an acknowledgement of the consumers in 14 factors, for example, showing of culture, utilities, delicately and interesting. The method uses 7 points Likert scale questionnaire to the Thai and Malaysian target groups. 98 of the Thai sample represent local tourist while 96 Malaysian represent foreign tourist since they are the main AEC tourists. The target groups are tested on their knowledge for 2 times. Firstly, to have them see only the 6 products then answer the questions. Secondly, they would see the products and be informed of the products background and importance. All data are calculated to find the mean of each group on products acknowledgement and compared between the Thai and Malaysian by Independent-sample T-test.Culture different of the customers affect different recognition of the Thai vernacular products. The Thai target group awareness on value of the authentic products are more than the Malaysian while the Malaysian knowledge on value of the modern products are more than the Thai. Thus, we can see that to employ the result of this research depends on marketing planning to focus either on the domestic or foreign market. It can be guideline to manage important information of the product to response to the consumer requirement and improve their recognition by telling the story in many ways, for example, at the sale area, brochure, sign, packaging or by the salesperson. The next research can be studied more on the genuine tourist groups, samples, education level and branch, profession, gender and travelling style that have an effect on the product recognition and their decision to buy. Besides, more target groups from different culture can be added to compare with more than 2 other nationality apart from this research to create the widely application of the studies.