Consumer buying behaviour in Thailand

Consumer vitiateing behaviour in TailandThe telephone took quadruple decades to reach 50 million people The Internet has managed this within quartet years as digital technologies provide such efficient carry for business and consumer interaction transactionsThe Internet has changed people lifestyle it became obscure of people daily life. They do internet to replace their common activities such as E-mail instead of writing letter, MSN chat and Skype instead of apply telephone, YouTube instead of watching TV. on that pointfore, m any(prenominal) organisations tried to use Internet as a new way to reach their customers which called E- market. E-marketing is a new marketing strategy use to reach many consumers at low cost. It git be employ to interact with customer 24hrs a day, 7days a calendar week without any additional cost. Consumer gouge get information just about crossings any times, any places. fit in to Seock and Norton (2007), consumer transmission line choic es for obtain had been widened because of diffusion of the Internet do everything that happens to sales in electronic form or what it realized as online shopping. 84 per cent of global consumers prepare finger purchasing everywhere the internet (Nielsen, 2008).Number of siamese connections internet usage rate is increasing everyday. There atomic issue forth 18 many internet collide with providers offer high invigorate internet. Most of siamese connections argon familiar with using internet in performing game, social network corresponding Facebook, twitter but number of online purchasing is very low. Comparing between European and Western to Tai, the number of online purchasing is very opposite. Online purchasing is still very limited for Tais. They ar non familiar with buying things online. Thai consumers love to see and touch and tonicity the product in advance making any purchasing conclusion. With send key out product, consumers seem to have a high involve ment because its impossible for them to buy without seeing the real product. They also have very limited experience to buy thing online as they are afraid to share signifi tooshiet information online such as their bank account, there personal entropy or their credit card number. At the same time, the number of Thai website that offers online service is very rare. Therefore there is opportunity to introduce this service for Thais. This explore attempts at learning why Thais consumer do non inadequacy to buying give away tell online.The aim of this look for is to learn what Thai consumer science toward buying commemorate name online is and what factors effect their decision making. What Thai consumers characteristic hazard a brand name online shopping.The field of battle of this chief will focus of importly on Thai consumers in Thailand.The question objective will be divided into five main areasTo enquire Thai consumer buying making decision toward online shopping.To investigate Thai consumers experience on shopping online.To investigate Thai consumers perception toward buying brand name online.To identify the most important factors in the buying decision making on online shopping in ThailandTo investigate Thai consumer demographic characteristic who nock online shopping.In research systemology, we will try to pass on the objective by using quantitative research through online questionnaire. The lead of research will help police detective in secern to pass on the objective that has been set and help us to determine Thai consumer way and perception toward buying online.Literature ReviewIn this part, the police detective would like to divide into two parts The first part will beg off a character of consumer behavior towards high involvement such as buying brand name product, what factors effect them to buy online, and consumers perception toward brand.The fleck part will clarify the characteristic of online marketing in Thailand. pursu itSome products, such as high-performance car seem inherently involving because of their complexity, risk and cost, while others, such as toothpaste seem uninvolving by comparing because of their familiarity, low risk and low costLaakasonen (1994)Therefore, buying brand name online is like a high-performance car because is too complex (untouchable product) and idle (fake product), this will tell on consumer spend more time in order to search information before making a decision. Moreover, a consumers direct of involvement depends on their individual interests, value of products, needs, which attract or instigate them. Involvement is commonly defined as the consumers personal interest in buying or using an item from a given product field, an approach which nicely summarizes the personal, product and situational components of the relationship (Evan et al,. 2009).FactorCustomer mirth seems to be a key major to influence consumer-buying decision. Customer rapture can be the most important reason for customers deciding to brand name a repeat purchase, and telling their friends about their satisfaction (Palmer 2000). If online shop can make customers believed that their shop has good quality product, secure, and friendly, this would help their shop gain more new customers. Not only online shops give customer a good quality product, but they should also give them fairness. Oliver (1997) defined equity as a fairness, rightness or deservingness judgment that consumers make in reference to what others receive it is also considered as an important determinative of satisfaction. With these product quality and equity, this would make customers satisfy and motivate them to make a repurchase.BrandBrand image seems to be an important for online market area because brand helps consumer make buying decision and it builds a credibility of online shop. Rio del B. et al. (2001) defined brand as the set of associations and behaviors on the part of a brands customers, chan nel members and that gives that brand a strong, sustainable, and differential advantage over competitors. In Thailand, the customers perception toward brand product equate to high price, which in turn dampens their willingness to make decision toward buying brand name online.Online marketIt seems to be that promptlyadays the market channel has been classified into two main channels that are online channels and offline channels or we called traditional channels. Offline channels, consumers reduce of risk on shopping because they can have a physical interaction with products, when pard to online channels. According to Brown et al. (2003), Whilst shopping online allows the exchanging of value and product by using ready reckoner as a medium of transaction transference.In Thailand, it seems to be that now Thai consumers still like to buy products from offline channel or in shopping mall due to online channel still do not have a good credibility. Thai online retailer should have to cr eate credibility and trust to consumer in order to make them believe that Thai online channel is secure (Mict 2010). It seems to be that in Thailand, many of online retailers seem not to register for doing their business compare to Western country. Moreover, Thailand online honorarium still unsecure, this make Thai online consumers do not want to take risk on payment that is why they prefer to touch and see product before making buying decision. The key concerns that consumers have over the online purchasing trends are security of the privacy or financial which relatively unsecure once online payment has been make, such as credit card fraud (Harridge 2006). Moreover, Roman and Cuestas (2008) verbalize that security on online transaction is need to be strict as to gain trust in the mind of shoppers regarding their online financial transaction made with the site will be safe form unauthorized access. question QuestionThis research has focused on four main research questions as follo wsWho are online stores target customers in Thailand?What is the perception of Thai customers toward online shopping?What factors affect Thai consumers purchasing decisions?Which is the most important factor that influences Thai consumers purchasing brand name online?Research MethodResearch order helps online retailer know which strategies they should use to influence consumer buying decision. Research method can be classified into two types that are Quantitative research and Qualitative research. Both of them have different pros and cons, which investigator will contend more in detail later on.Data can be absorbed in variety of ways, in different settings-field or lab-and from different sources. Choosing methodology is up to what paradigms the research worker adopts. There are two main paradigms or philosophies, which are positivist and phenomological (Collis and Hussey, 2003). The alternative terms for positivist are quantitative, objectivist, experimentalist, and traditional ist. The other terms for phenomenological are qualitative, subjectivist, humanistic, and interprevist. There are several information collarion methods, each with their own advantage and disadvantages.The research method that researcher will use is Quantitative research, focusing on the survey method. Now, researcher should think about what types of questionnaire should be used, such as mail questionnaire, electronic questionnaire, and personal questionnaire. In this report, due to time limitation, it seems to be that the used of electronic questionnaire or online questionnaire will be more suitable and take less(prenominal) time, cost, and can expand very quickly in order to collect data than other quantitative research.After researcher has chosen a specific method, researcher will make a questionnaire by using pilot test in to make sure that all questions can be assure by respondent. If questionnaires have any errors or respondents saturated to understand, researcher can impro ve before using to the target audiences. researcher has specific target to make a research that is a Thai consumer age between 18 and 35 years old and compare between teenager (18-27) and middle age (28-35). A sample coat that researcher expect to have is minimum ampere-second respondents, the questionnaire will be distributed through email and social networks to 200 respondent who have use internet.In order to make data collection, we will use both primary quill and subaltern data. The secondary data will used on book, journal, article, and commercial online database provide from the website (Mintel, or Google Shcolar). Website offering information for a fee, most every industry association, government agency, business publication, and news medium offers publish information to those tenacious enough to find their website (Armstrong and Kotler 2009). The use of secondary provides a good start for research and define problem and objective. This helps researcher in order to find an objective for consumer buying decision and perception toward online brand name in Thailand. Secondary data helps researcher to better understand and indicated what has been missing form the current online business in Thailand. Moreover, it helps researcher to incur hypotheses and objective of the study.For primary data, a survey research has been chosen as a method of conducting a research, because survey was available to large number of population. As a time limitation, using questionnaire can help researcher save time and cost.After we already collect data from questionnaire, consequently we can identify that questionnaire is validity, reliability, and genalisability or not.RoadblockThere might have some limitations when make a research, due to limit of time and figure cost. Moreover, the respondents are required to have a computer access to be able to take part in this research.DiscussionTo sum up, researcher believed that this research will help us to know more about Thai consumers behavior and perception toward online brand name store. The use of secondary data helps researcher can set a research question in order to collect a primary data. However, researcher has to bring which research method would like to use in order to collect primary data. As a result, a good method in this report is Quantitative research by using questionnaire to collect primary data. By using questionnaire, it will help researcher to collect data and can analyses about Thai consumers. Due to time limitation of research, the used of questionnaire will helps us to save cost and time. The questionnaire has been sent to 200 via electronic mail and social network in order to collect minimum 100 respondents. Researcher believed that the primary data that we collect can help to do finding and analyses on Thai consumers buying behavior and perception toward online brand name. Moreover, to learn more what factor can influence Thai consumer in order to purchase brand name online.