Consumers’ Buying Behaviors of Products in Night Markets in Bangkok Metropolitan

Abstract

This research study aimed to study the buying behavior in night set-up markets by studying factors affecting decision making in buying products in night set-up markets. Sample groups consisted of people and tourists moving around in night set-up markets using a questionnaire with coefficient reliability of .936 to gather data. Statistics used in data analysis were Frequency, Percentage, Mean, Standard Deviation, Chi-Square and Pearson Product Moment Correlation. The research results found the followings: Moving consumers seeking products were 57.0 percent females, 43.0 percent males, 31-40 years of age, 27.3 percent were bachelor degrees holders, 44.8 percent were company employees, 36.8 percent and average monthly earning between 30,001-40,000 baht represented 28.0 percent, aiming for buying products and leisure and touring (taking a walk) represented 42.5 percent, frequency in buying depending on occasion represented 38.8 percent, preferable day was Friday represented 32.3 percent, preferable time to take a walk was 19.00-20.00 hours represented 33.3 percent, spending per time was around 500-1,000 baht represented 23.8 percent, consumers decided to buy products/ services by themselves represented 39.0 percent, and public relations medium for learning about the markets was friends representing 39.3 percent. Market mix factors were important to products buying in night set-up markets both in general and in various aspects were at a high level as follows: (1) On products, consumers emphasized on products with new designs, modern, different from other markets, and store arrangement of products/ services into zones clearly, non-mixing, (2) On venues, consumers emphasized on safety, availability of officers on duty during service hours, and proximity to the community, (3) On prices, consumers emphasized on appropriate prices to products quality, and (4) On market promotion, consumers emphasized putting up public relations signs explaining the location of the market in various communities and public relations advertisements in media so that consumers know about the existence of the market.