Abstract

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
channels.

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