The effect of product quality attributes on Thai consumers' buying decisions

Abstract

This paper presents the results of an extended study that was first published here at RJAPS (vol. 31, 2012) as “Defining Thai Product Quality in the 21st Century”; the research follows with a detailed examination of the effects of product quality attribute dimensions on Thai consumers’ buying decisions, specifically in the three product categories of electronics/IT products, automobiles, and home appliances. Further analysis of the responses to questionnaires distributed at the point of sale (POS) in Chonburi Province, Thailand shows that the seven examined attribute dimensions overall have relatively similar weight and influence on Thai consumers’ buying decisions, with ‘reliability’, ‘function’, and ‘durability’ being the most influential attribute dimensions and ‘eco-friendliness’ and ‘customer satisfaction’ being less influential. Other attribute dimensions that may have some effect on Thai consumers’ buying decisions include ‘support service’, ‘value for money’, and ‘adaptability’. In addition, a number of demographic determinants including gender, age, education and income level were associated with and appeared to influence the impact of the attribute dimensions on Thai consumers’ buying decisions.