Abstract
The objective of this research was to study for the influence of culture dimensions, perceived quality, brand image, country of origin, word of mouth on purchase intention of community product in Thailand, the views from Cambodian consumers in Thailand-Cambodia Border. This research used the questionnaire as a tool for data collection. A sample was selected from Cambodian consumers on the Thailand-Cambodia border, 400 cases. Qualitative and quantitative data analysis was conducted by descriptive statistics and multiple regression analysis. The findings indicated that the culture dimensions, brand image, country of origin, word of mouth had a positive influence on the purchase intention of community products in Thailand with statistical significance. It was utilizable for the government and private sector as a guideline to make the marketing policy and strategy concerning the community product on the Thailand-Cambodia border. Regarding border trade, the culture dimensions, brand image, country of origin, word of mouth had a positive influence on purchase intention. Hence, for border trading there had to emphasize the importance of these factors.
Highlights
While Thailand was facing an economic crisis, people in every class of Thailand encountered various problems, in particular, most people’s problems as poverty
(2) Perceived quality, 4 questions derived from Khraim (2011); Gillani et al, (2013); Foroudi et al, (2018) (3) Brand image, 5 questions derived from Khraim (2011); Gillani et al, (2013); Foroudi et al, (2018); Melewar et al, (2017) (4) Country of origin, 5 questions derived from Yunus & Rashid (2016); Tee et al, (2015) and (5) Word of mouth, 4 questions derived from Mikalef et al, (2013); Sharma et al, (2015); Chiu et al, (2016)
This research showed that culture dimension (CD), brand image (BI), Country of origin (COO) and Word of mouth (WOM) had the influence on purchase intention of Thailand’s community product in view of Cambodian consumer with statistical significance
Summary
While Thailand was facing an economic crisis, people in every class of Thailand encountered various problems, in particular, most people’s problems as poverty. An idea of improving local community product was come up with under a program “One Tambon One Product” which was modeled on “One Village One Product” of Japan. One Tambon One Product got the promotion and support from the government agencies to encourage in the product development, as well as, national and international market expansion including the border market. The Thailand-Cambodia border market expansion was the main target of Thailand. Being the guideline on the market expansion and marketing promotion of a local community product, this research on the factors influencing intention to purchase Thai community products in view of Cambodian consumer was conducted. This research worker was interested in studying the influence of these factors on intention to purchase Thai community products in view of Cambodian consumer, Thailand-Cambodia border
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