FACTORS AFFECTING PURCHASE DECISIONS OF "NaRaYa" BAG AMONG CHINESE CONSUMERS

Abstract

This study examines the determinants of Chinese tourists’ purchase intentions toward NaRaYa, a prominent Thai bag brand, by analyzing the influence of the 4P marketing mix (product, price, place, promotion) and demographic factors (gender, age, education, income). As Chinese tourists constitute a key consumer segment for NaRaYa in Bangkok, this offers critical insights for the brand’s market strategy. A quantitative research design was employed, utilizing survey data from 411 Chinese tourists aged 18 and above who visited Bangkok. The results indicate that product quality and cultural appeal (β = 0.833, p < 0.01) and distribution accessibility (place; β = 0.005, p < 0.01) are the strongest predictors of purchase intention, while promotional strategies exert a secondary but significant effect (β = 0.017, p < 0.01). Contrary to expectations, price sensitivity was statistically insignificant (p = 0.407), suggesting that NaRaYa’s mid-range pricing aligns with perceived value among Chinese tourists. Among demographics, only income level significantly correlated with purchase intent (p < 0.01). These findings highlight the primacy of product-centric strategies and targeted distribution for NaRaYa’s success in Thailand’s tourism retail sector. However, the study’s generalizability is limited to the Thai context due to cultural and market-specific dynamics. Practical recommendations include enhancing product design with cross-cultural appeal, optimizing retail placement in high-traffic tourist areas, and leveraging digital promotions tailored to Chinese consumers.