INTRODUCTION
LITERATURE REVIEW
Past Studies
Likewise, the study by Creusen (2010), who is from the Department of Innovation and Product Management, Faculty of Industrial Design Engineering, Delft University of Technology, Delft, The Netherlands, found that females value sustainability more than males in a difference from the Burnsed and Hodges (2013) study, which showed that most male participants preferred consistency. Meanwhile, the lower social class was found to use more functionality as a practical purchase criterion and value goods more for their functionality and practicality. While education is often included in determining social class, the lower social class has been found to use more functionality.
Creusen (2010) also found that women and older people placed more importance on ease of use; However, education has no effect on the importance of use. The research shows that the importance of ease of use increases with age and is greater for people with a higher income level. Creusen's (2010) research shows that there are concerns about quality that older people indeed pay more attention to quality.
Higher educated people and people with higher incomes also appeared to attach more importance to quality. As a result, the importance of quality increased with the level of education, because education leads to more informed judgments. Furthermore, Creusen (2010) found that women placed more importance on aesthetics than men. The study found no effect on the importance of aesthetics due to age.
No relationship between educational level and importance of aesthetic was found, the same was true between income level and importance of aesthetic aspect. According to Burnsed and Hodges' (2013) study, it indicated that design/style was the most important attribute for home furniture. The results indicated that women paid more attention and attached more value to expressive aspects when purchasing products.
Symbolic aspects were indeed found to be more important for young people, but only for socially significant products. Higher class people are found to pay more attention to taste and self-expression when purchasing products as well as high income levels. To summarize, the study of factors in Thai culture towards intention to purchase plastic chair should be considered for further investigation.
Framework
This study seeks to identify aspects that may influence customers to make decisions related to the purchase of plastic chairs. According to the sampling method, qualitative research with the structured interview was used to explore key aspects of the purchase decision of plastic chairs. These results could be used in product development of plastic chairs, including marketing strategies.
If the price of a plastic chair is not higher than the price I set, I will buy it.” This showed that the design of the plastic chair referred to the structure, such as having stretchers. This study examined from a qualitative perspective the factors that influence consumers in Bangkok, Thailand when purchasing plastic chairs.
The result revealed that the participants identified important criteria for the plastic chair based on their experiences.
RESEARCH METHODOLOGY
Research Design
Data Collection Methodology
Instrument
Data Analysis
FINDINGS AND DISCUSSION
Observation findings
Later, restaurants were spotted located in different areas such as Thawi Watthana, Talingchan and Bangkok Noi. In addition, not only restaurants were examined, regular residents were examined for individual use, which was mentioned in later parts of this study.
Demographic profiles of respondents
According to 5 participants who owned noodle restaurants, there were 3 participants who passed high school while other participants graduated from university.
Factors leading to plastic chair purchasing decisions
The quality and durability of informants' perspectives included the difficulty of a plastic chair to be broken down. The result revealed that there was no difference between men and women in terms of durability and quality perspectives when purchasing plastic chairs. All informants agreed that quality and durability were most important when purchasing a plastic chair.
No age, income and education differences were found in the quality and durability of plastic chairs. For example, Participant - 6 reported that she inspected a plastic chair and found out what the price should be. According to Burnsed and Hodges (2013), fair/good price was noted as a key factor affecting consumers' perception of the value of plastic chairs.
In any case, I prefer a plastic chair where the seat is wider including stretchers because it helps to balance the chair." If the experiences against the plastic chair brands were good, they would choose to buy those brands again in the future. Based on findings, it noted that consumers are looking for plastic chairs that are attached with quality, acceptable price range, design and brand.
Quality - A plastic chair made from A-grade plastic so it will have a long life. Acceptable price range - Consumers set their acceptable price range as a threshold to consider the plastic chair. Design - Stretchers are a component of plastic chair that consumers mostly worry about, while color is not necessary because it depends on buyer's preferences.
Brand - It is not an important key factors that can influence consumers to choose plastic chair. Although the findings of this study are market specific, they have important implications for the plastic chair manufacturing industry. Overall, this study provides product developers, plastic chair industry manufacturers, and marketers with a greater understanding of the plastic chair consumers.
A greater understanding of what the plastic chair purchasing consumer values will provide a starting point for predicting behavioral intention. The findings of this study provide insight into what is important for the purchase of plastic chairs and have expanded the literature research.
RECOMMENDATIONS AND CONCLUSION
Conclusion
A thematic interpretation of the data revealed that the factors influencing participants to purchase plastic chairs were quality, acceptable price range, design and brand, but wants and desires were more prominent than needs. In other words, different demographic background: gender, age, income, education and occupation were not involved in the decision making when consumers bought a plastic chair. Finally, the result revealed that price was the first aspect that participants would worry about when their budget was limited.
Even if the participants were important about the quality, design and brand, the price also influenced their decision because if the price was higher than their budget, the participants would not be able to afford to buy these plastic chairs, so the price would influence the participants , to buy plastic. a chair that was priced lower as it did not consider the quality and design aspect.
Recommendation
Therefore, based on this study, if plastic chair manufacturers follow key aspects that had been studied in this study: quality, price, design and brand, it would help the company to increase sales and build reputation towards the plastic chair. As long as the demographic background does not involve key aspects of the plastic chair purchase decision, the company can use fewer resources to match the plastic chair with demographic requirements.
Limitations and suggestions for future research
Creusen (2010), “ความสำคัญของแง่มุมผลิตภัณฑ์ในการเลือก: อิทธิพลของลักษณะทางประชากรศาสตร์”, วารสารการตลาดผู้บริโภค, ฉบับที่ ดึงข้อมูลจาก http://www.conserve-energy-future.com/causes- effect-solutions -of-overpopulation.php http://www.plastiquarian.com/userfiles/file/plasticbook.pdf การวิเคราะห์ตลาดพลาสติก, 2011 http://www.docstoc.com/docs/74085724/การวิเคราะห์ความเป็นไปได้ของโครงการ - ผลิตภัณฑ์เก้าอี้พลาสติก http://en.wikipedia.org/wiki/Population_Reference_Bureau สถิติประชากรไทย พ.ศ. 2543 และ 2553 http://service.nso.go.th/nso/nso_center/project/search_center/23project-th.htm ดึงข้อมูลจาก https : //www.census.gov/popclock/ 2545), "อิทธิพลของชนชั้นทางสังคมต่อเกณฑ์การประเมินการซื้อ", วารสารการตลาดผู้บริโภค, ฉบับที่
