MARKETING STRATEGIES OF CROCODILE LEATHER PRODUCTS FROM THAILAND AMONG CHINESE CONSUMERS

Abstract

This study exploreed the impact of marketing strategies on the purchasing decisions of Chinese consumers regarding Thai crocodile skin products. Using a quantitative research approach, online surveys were conducted to collect primary data, with a focus on analyzing the influence of demographic variables and the 4Ps (Product, Price, Place, Promotion) on purchasing decisions. The quantitative data were analyzed using statistical methods, including descriptive statistics, correlation analysis, and multiple regression analysis, to identify key consumer behaviors and preferences. The findings revealed that the 4Ps significantly affected consumer purchasing decisions, with product quality and promotional strategies showing the strongest influence. Based on the results, strategic recommendations were provided to enhance brand image, improve reputation management, and develop precision marketing targeting specific consumer demographics. This study offers actionable insights for optimizing marketing strategies in the luxury segment and highlights opportunities for future research in sustainability and environmental factors related to luxury goods.-