Factors Associated with Banpadeang Hand-Woven Fabrics Consumption Behavior of Teachers and Government Officials in Phichit Province

Abstract

The purposes of this research were to investigate consumption behavior and factors associated with consumption behavior of teachers and government officers in Phichit Province. This research applied a quantitative approach using a survey method. Simple random sampling technique was used tor 400 sample size. Questionnaire was used for data collection Cronbach’s alpha reliability analyses were 0.95. Statistical analysis was utilized Percentage, Frequency, Mean, S.D., and Chi-squared test. The study indicated as follows: 1) The
consumption behavior of teachers and government officials of Banpadeang Hand-Woven Fabrics were at a practical level sometimes, 2) Marketing stimuli were found that the location, the conservation, promotion of Thai, product, and price were in a high motivational level, 3) Factors related to personal and consumption behavior of Banpadeang Hand-Woven Fabrics revealed not related, 4) Factors related to personal and marketing stimuli were related to marketing stimuli of work experiences with a high level of overall consumption with the statistical significance at the .05 level, and 5) Marketing stimuli were significantly related to the behavior of consumption in Banpadeang Hand-Woven Fabrics at the statistical significance of .001 level