Customer motivation and key decision factors for purchasing lucky charm accessories

Name: Tanat Orannives

keyword: Lucky charm accessories

; Motivation

; Key decision factors

; Purchase behavior

Abstract: Thailand is one of the countries where superstition is widely held among its population. The fact that lucky charm accessories are owned by most Thais is evidence of this statement. The study of "Customer Motivation and Key Decision Factors for Purchasing Lucky Charm Accessories" is a contemporary topic in applied marketing focusing on the issue of society in Thailand. Though luck charm accessories have been used in Thailand for centuries, it is still important to those who engage in the superstition accessories industry to be aware of those dynamic changes in the market so as to target customers effectively. There were three main research objectives for this study. Firstly, the research described general characteristics of customers who have ever purchased lucky charm accessories. Secondly, the research identified customer motivations and behaviors for purchasing lucky charm accessories. Lastly, the research identified key purchase decision factors and level of importance of each for purchasing lucky charm accessories. This study applied both exploratory and descriptive research. For data collection, secondary data research, in-depth interviews, and an online survey questionnaire were used to collect data for this study. The sampling method was non-probability sampling. The main target respondents were those who are between 25-50 years old, and who had purchased lucky charm accessories at least once. The data analysis consisted of a review of secondary research, interpretation of interviews and analysis of results from an online survey questionnaire. The study found that the most important decision factor for purchasing lucky charm accessories was ease for daily use, followed by design, and price. Furthermore, the top three purchase motivation were wealth motivation, career motivation, and commerce motivation respectively. There were three customer segments including Perfectionist, Use-conscious, and Believer which were determined by purchase decision factors. The study also found significant differences of purchase frequency and purchase motivation among three segments. According to the results, the recommendation was to capture the "Perfectionist" segment as a target customer because this segment was the biggest segment with the highest purchase intent compared to other segments. The recommended actions for capturing the Perfectionist were to focus on across value for money, usage concern, and superstitious story factors and develop products which are related to commerce, wealth, and career motivation.

Thammasat University. Thammasat University Library

Address: BANGKOK

Email: preserv@tu.ac.th

Name: Smith, Malcolm C.

Role: advisor

Created: 2017

Modified: 2021-04-27

Issued: 2021-04-27

วิทยานิพนธ์/Thesis

application/pdf

DOI: 10.14457/TU.the.2017.463

eng

DegreeName: Master of Science

Level: Master's Degree

Descipline: Marketing

Grantor: Thammasat University

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