SHOPPING BEHAVIOR OF OTAKU IN CENTRAL THAILAND

Abstract

The objectives of this research were 1. To compare the differences in otaku's purchasing behavior by demographic characteristics. 2. To study the value factors affecting otaku's purchasing behavior in the central region. 3. To study the marketing mix factors affecting the purchasing behavior of otaku products in the central region of Thailand. The sample in the research was people who have purchased otaku-related products at least once in the past month, 400 samples. The statistics used to analyze the data were frequency, percentage, mean, standard deviation, T-test, One-way analysis of variance, and Multiple linear regression analysis.The results showed the demographic characteristics of gender and status. The average expenditure behavior of otaku products per purchase was not different. The sample groups with different ages, occupations, educational levels, and incomes had different costs of purchasing otaku products. As for the sample group with different occupational sex and educational level, the frequency of buying otaku products was not different. Age, status, and average monthly income are different; there will be a different frequency of monthly purchasing of otaku products. Regarding value factors: social, material, and truth values, the result found that the value factor affects the frequency of otaku purchases per month. Factors of social values, material values, and truth values affect behaviors in purchasing otaku purchases per time. The factors of the product price, distribution channel, and marketing promotion influenced the frequency of purchasing otaku products per month. Due to the reach of otaku purchases, advertising through different media, such as Facebook, Instagram, etc., should be considered to encourage more otaku purchases. In addition, collecting otaku goods can help improve otaku's real-world organizational skills. Because Otaku products are loved and wanted by Otaku. Therefore, entrepreneurs should consider the market mix factors and value factors that match the purchasing needs of customers. This will lead to the higher economic growth of otaku products.