Factors Affecting Furniture Purchasing Decision in Covid-19 Pandemic: The Case Study of Surat Thani Province

Abstract

The objectives of this research were 1) to study the furniture purchasing behavior of consumers in Surat Thani Province, 2) to study the demographic factors influencing the furniture purchasing decision scores of the consumers in Surat Thani 3) to study the marketing mix that influenced furniture purchasing decision scores of the consumers in Surat Thani Province, where the three objectives studied during the time of the COVID-19 outbreak. This research collected data by using a questionnaire for 400 samples of residents of Surat Thani who are in labor status and intend to purchase furniture. The sampling method was purposive and convenient random samplings. The methods of this study were descriptive statistics, t-test, analysis of variance (ANOVA), and multiple regression analysis. The results showed that, in the covid-19 pandemic, furniture sellers should focus on the sale of furniture in the home office category and the living room category in the group of customers under 40 years old, who work as employees of private companies and government officials, by using the installment pricing strategy. Furniture sellers should focus on customers between 41 and 50 years old, prominent members of households, and self-employed for the furniture in the bedroom, the kitchen, and dining room categories. The distribution channel factor positively influenced the decision score of the bedroom furniture purchase decision, kitchen, and dining room. The personnel factor positively influenced the purchasing decision score of the living room furniture and the kitchen and dining room category. Finally, physical appearance factors positively influenced the furniture purchase decision scores in the bedroom, living room, kitchen, and dining room categories.