MARKETING STRATEGIES OF THAI JEWELRY PRODUCTS AMONG CHINESE CONSUMER

Abstract

The Chinese luxury jewelry market has experienced significant growth, with sales revenue projected to reach 110 billion RMB in 2023. This study examines the relationship between the 4P marketing mix (Product, Price, Place, and Promotion), demographic factors (gender, age, income, education, and occupation), and Chinese consumers' purchase intentions for Thai jewelry products. A quantitative research approach was used, with data collected from 400 valid respondents through online surveys distributed across first- and second-tier cities in China. Descriptive statistics, independent sample T-tests, one-way ANOVA, and multiple regression analysis were applied to analyze the data. The results show that demographic factors such as age and income significantly influence purchase intentions, while gender differences have a minimal impact. Among the 4P variables, Promotion was found to have the strongest correlation with purchase intention (β = 0.34), followed by Product (β = 0.29), Price (β = 0.18), and Place (β = 0.11). The analysis of the consumer decision-making process supports the classic five-stage model, with brand reputation playing a crucial role in information gathering, quality certification playing a key role in trust-building, and promotional incentives being important in the final decision-making. The findings offer practical implications for Thai jewelry companies aiming to enter or expand in the Chinese market. This study contributes to cross-cultural marketing theory by establishing a hierarchical structure of the marketing mix's influence and identifying demographic patterns unique to luxury jewelry consumption in China.

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