عوامل موثر بر برداشت های خریداران مطابق با استراتژی بازاریابی : یک مورد از محصول بومی تایلندی

Traditionally and locally made handicrafts such as Thai silk, pottery and wood carving are considered part of products with vernacular style. Development of such products need careful considerations, consumer discernment and aesthetic perceptions are among crucial factors determining the success of the design, and therefore, determining the acceptance of the products. The research uses a set of vernacular design as case study to test the cognitive perception of prospective users—between those who discern and not-discern the history of utensils. Distinctive consumers—tourists from oversea, local folks, and urbanites—are controlled variables assumed to post different tastes and perceptions.

Vernacular artifacts are usually developed by means of long term utilization of such utensils and the acquaintance extended through local practice and belief into cultural formation in the particular ancient society at large (Leesuwan. 1981. 21-23). Ancient artifacts of high-style, on the other hand, are utensils employed in the royal ceremony or daily life, most of which are highly decorated and made of precious material such as goal and silver. Both types of artifacts are thus valuable in the historical context, reflecting practice, believe, ritual, way of life, (Leesuwan. 1999. 75-76) and the most importantly the affective significance perceived by users in the contemporary age (Leesuwan. 2003. 49-52). Artifacts as such should hold a common and correct notation, by which present users appreciate their non-secular value in the historical sense (Leesuwan. 1986. 32). Applying ornament and design of both vernacular and high-style artifact in modern day product through simplification and symbolic representation not only transmit the beauty and charm of ancient talent, but also bring with them the meaning and sense of pride (Premchita & Pittathawatchai. 1985. 90). Difference in demographic attributes and historical background brings about differences in identity perception of product as such. The affective facet of perception also brings about valuation, certain behavior, and expectation Putting artifacts with applied ornaments into a foreign market, such as exporting or selling as tourist memento, without proper explanation of their background and importance would jeopardize the products’ sense of value and representation (Chumalaiwong & Pittathawatchai. 1986. 59-61.). This research thus aims to explore the perceptual pattern of potential foreign purchasers with different level background knowledge of the product. The research endeavors to, and whether the pattern of perception affects the marketing strategy. Could a provision of brief historical and cultural rationalization on the packaging be of help to raise the awareness and the product value?

Providing more knowledge about the product is known as well such as BENCHARONG will allows respondents know how the product background was. And know that it is focused on aesthetic value. Which these results to increase purchasing decision. But its can not raise the product known and they were not known product history to be possible. The product color and pattern can reflects the Thai identity very well. Previously, consumers are interested in this product. Because of the appeal of the products are already making to realize the issues above do not differ from the first time. Not only that the knowledge about products, people familiar with the area, such as PLA-TA-PIEN can make an awareness level of respondents in product history, how it’s used, and product value. All of these factors making the product interesting and attractive which these results to increase purchasing decision. But the products known and the knowledge about reflected Thai identity of PLA-TA-PIEN. The level of awareness not varies because it may be respondents are most familiar with this product and usually seen across all regions of Thailand. Including characteristics of this product to reflect the Thai themselves. Whether given more knowledge about product, they can’t rise that point up. Finally, the products knowledge people hardly know. Will enable the level of awareness in all areas increased. Because this product the respondents mostly did not know and never seen before, so they don’t know the benefits of the product. Therefore, knowledge about the product can result in a better perception of the former is obvious. Therefore, to conclude that. Whether it is a well-known product. Products in areas where people are familiar. And Products that people hardly know. Necessary to have knowledge of the product history. It can encourage consumers to buy products like that better. In other words, the knowledge about the product. Although consumers can not make a better awareness of some issues. But it is essential because of the consumers want to buy more product