Understanding of Consumer Behavior on Cultural Products Through Marketing Mix: An Empirical Investigation in Thailand

Local woven cloth in the Thai community is one of the cultural products which come from the local wisdom based on belief and past experience. Some of these woven fabrics are produced by an ethnographic group who migrated from Laos. These fabrics have a unique style and outstanding features. However, these fabrics may become extinct and no longer used by the next generation, leading to low production and a process of change from hand woven to machines. To increase demand for these fabrics, therefore, we have to understand consumer behavior which is base on consumers' satisfactions, perceptions and attitudes. There are two purposes of this study. First, to explore the influencing factors of customer behavior on purchasing cultural products, using a case study on traditional woven fabrics. Second, is to find the relationship between woven traditional products and consumers' satisfaction. This study applied the quantitative method through the marketing mix and personal factors using a sample of people in Thailand. The research results found that gender have no influence on consumer behavior. However, difference in age, income and occupation have an effect on consumers behavior. Moreover, marketing mix factors have an influence on customers' satisfaction at the moderate level in purchasing products and all marketing mix factors have an influencing on consumer behavior.