The Linkage Among Demographic Factors, Perceived Mindful Marketing, and the Purchase Intention of Hand-weaving Products Customers

DOI

10.2991/aebmr.k.210628.031How to use a DOI?

Keywords

Perceived value of mindful marketing, purchase intention, hand weaving products

Abstract

This research aims to examine the linkage among demographic factors, the perceived value of mindful marketing, and the purchase intention of customers of hand-weaving products in Suphanburi, Thailand. The samples of this study were 388 people visiting a community enterprise in Suphanburi. Questionnaires were employed as a tool for data collection. The data were analyzed using percentage, mean and standard deviation. One-way ANOVA, t-Test, and multiple regressions were employed to test the hypotheses. The findings indicate that age, educational level, and income affect the purchase intentions among customers of hand-weaving products. Furthermore, perceived mindful marketing, naturalness, safe product, and mindful intention of production have a positive effect on customers’ purchase intention, but cultural preservation has a negative effect on purchase intention. The researchers recommend that entrepreneurs should communicate with prospective customers about the production process using natural ingredients. Genuine commitment and intention to produce safe products and preserve cultural heritage should also be disseminated to customers. These will help to raise the level of purchase intention among the prospective customers.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Junphen Wannarak
AU  - Patipol homyamyen
AU  - Thititana Trisit
AU  - Waiphot Kulachai
AU  - Adi Prasetyo Tedjakusuma
PY  - 2021
DA  - 2021/06/29
TI  - The Linkage Among Demographic Factors, Perceived Mindful Marketing, and the Purchase Intention of Hand-weaving Products Customers
BT  - Proceedings of the 18th International Symposium on Management (INSYMA 2021)
PB  - Atlantis Press
SP  - 188
EP  - 193
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210628.031
DO  - 10.2991/aebmr.k.210628.031
ID  - Wannarak2021
ER  -