UNDERSTANDING THE PERSONALITIES OF SOUVENIR AND CRAFT DESIGN: A CASE STUDY TO TOURISM CONSUMING AT CHATUCHAK WEEKEND MARKET
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Abstract
This research examined the importance of design and management in customer’s buying behavior by conducting interview and observation at popular shopping spot at Thailand-Jatujak weekend market. Furthermore, the authors attempted to understand the determinants of souvenir and craft products personalities and how it impacts on customer’s decision making. The research paper was used the qualitative approach and took place in the real-environment in Bangkok. A total 74 opened and closed-end questions interviews customers with a grab sampling were employed of group of female foreigners to principle methods of the connotations of the 36 different souvenir and craft shops in Chatuchak. The results indicated that products can be categorized under five major types such as “shop environment and product display”
(48.23%), “usability” (24.68%), “form” (22.02%), function (2.73%) and “service” (2.34%), and Following the findings, the four dominant determinative dimensions were also listed as: aesthetic, pleasure, typicality, novelty, and customer perspective.
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