Marketing Strategies and Consumer’ Selection of Jewelry in Phitsanulok Province

Abstract

The objectives of research aimed 1) to study the opinion of consumers and resourcing data for buying jewelry in Phitsanulok Province 2) to study marketing strategies and consumers’ selection jewelry in Phitsanulok Province. The samples were 400 people purchasing jewelry from 20 jewelry store. They were selected by convenience sampling. The instrument for collecting data was a set of questionnaires. Analysis data used descriptive statistics including percentage, mean, and standard deviation, and correlation between factors using T-test, F-test, variable analysis as single tail.

The results of research were found that 1) the samples expressed their opinions towards the source of information on selection in purchasing jewelry at a high level in all aspects. The mean of salespersons was 4.18, product selection the shop was 4.17, product exhibition was 3.88, and the magazine was 3.73 respectively 2) the mean of the samples’ opinion towards marketing strategies (7P’s) was at a high level in all aspects; services staff (people) was 4.42, the process was 4.40, the place was 4.32, the price was 4.29, the physical evident was 4.28, the promotion was 4.25, and the product was 4.20 respectively.