The Insight Study of Consumer Life-styles and Purchasing Behaviors in Songkla Province, Thailand

  •  Wassana Suwanvijit    
  •  Sompong Promsa-ad    


Purposes of the insight study of consumer life-styles and purchasing behaviors in Songkla province, Thailand” were: 1)
to understand consumer life-styles and purchasing behaviors; 2) to determine the factors affecting consumer life-styles
and purchasing behaviors; and 3) to examine consumer attitudes among traditional and modern trade channels. The data were collected through self-administered questionnaires among a sample of 300 consumers in Songkla province.
Descriptive and inferential statistics, composed of frequency, percentage, t-test, and multiple regression, were used in
the data analysis. The results indicated that consumer life-styles oriented in outgoing, dependent in decision making,
economically conscious, necessity and convenience concern. The purchasing behaviors were focus on product variety,
facility & service, outlet location, pricing, product quality, refreshment of product and product modernity. At a 0.05
statistically significant level, demographic and socio-economic characteristics affecting consumer life-styles and
purchasing behaviors. There were discernable consumers’ attitudinal differences between traditional and modern trade

This work is licensed under a Creative Commons Attribution 4.0 License.
  • ISSN(Print): 1918-719X
  • ISSN(Online): 1918-7203
  • Started: 2009
  • Frequency: quarterly

Journal Metrics

h-index (February 2018): 38

i10-index (February 2018): 174

h5-index (February 2018): 22

h5-median (February 2018): 33

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