Factors Influencing Decision on Shopping Products Imported from China

Abstract

This article aimed to study 1) the level of brand image, marketing mix, and decision on shopping products imported from China and 2) factors influencing consumers' decision on shopping products imported from China. This research employed a quantitative research method. The sample was 400 people in Bangkok who had purchased products imported from China By using purposive sampling. The instrument for collecting data was a questionnaire-data analysis by mean, standard deviation, and multiple regression analysis.

The research results were as follows; 1) brand image imported from China overall was moderate. Production country had the highest average and the product, respectively, the marketing mix factor. Overall, at an intermediate level, the distribution channel had the highest standard, followed by marketing promotion, price, and product, respectively, and consumers' choice of imported products from China. Overall, it was at a moderate level, with thinking or intentionally buying imported products from China in the past with the highest average, followed by intention or thinking of imported products from China first. If found, another product with a similar price will buy imported from China. The decision to purchase imported goods from China repeatedly in the future, respectively. 2) Factors influencing consumers' decision on shopping products imported from China were brand image and marketing mix, respectively. When each factor found a moderate brand image, the producing country was found at the highest level and product, respectively. Marketing mix factors were intermediate level. Place or distribution was found at the highest level, followed by marketing promotion, price, and product.