%0 Journal Article
%T The Insight Study of Consumer Life-styles and Purchasing Behaviors in Songkla Province, Thailand
%A Wassana Suwanvijit
%A Sompong Promsa-ad
%J International Journal of Marketing Studies
%D 2009
%I 
%R 10.5539/ijms.v1n2p66
%X Purposes of the insight study of consumer life-styles and purchasing behaviors in Songkla province, Thailand¡± were: 1) to understand consumer life-styles and purchasing behaviors; 2) to determine the factors affecting consumer life-styles and purchasing behaviors; and 3) to examine consumer attitudes among traditional and modern trade channels. The data were collected through self-administered questionnaires among a sample of 300 consumers in Songkla province. Descriptive and inferential statistics, composed of frequency, percentage, t-test, and multiple regression, were used in the data analysis. The results indicated that consumer life-styles oriented in outgoing, dependent in decision making, economically conscious, necessity and convenience concern. The purchasing behaviors were focus on product variety, facility & service, outlet location, pricing, product quality, refreshment of product and product modernity. At a 0.05 statistically significant level, demographic and socio-economic characteristics affecting consumer life-styles and purchasing behaviors. There were discernable consumers¡¯ attitudinal differences between traditional and modern trade channels.
%U http://www.ccsenet.org/journal/index.php/ijms/article/view/4211