Consumer’s Behavior and Factor that Affected to Buying Decision of Cultural Products, “Local Textile” at Lampang Province

Abstract

This article focused on studying consumer’s behavior and factor that affected
to buying decision of cultural products, “Local textile” at Lampang province. The
objective was to study behavior and factors that promoted to buying selection of local
textile at Lampang Plaza, Lampang province. This study was mixed - method, both
quality research and quantity research, consisting of observation of 104 tourists and 17
tourists for the interview. The results showed that the consumers 'buying behavior and
wearing local textiles were based on value satisfaction and individual preference
toward local textile products. However, most of the consumers thought that local
handicraft knowledge was worth preservation because it could tell about culture and
show support of local people. The study further showed that although the consumers
had a value-oriented attitude toward local textiles, there was still a need to develop
modern-style textiles that can go along with the current fashion trend. Therefore, the
researcher would like to conclude that if we want to make local products to be in
demand and receive attention from consumers, it may be necessary to bring modern
innovation to contribute to local product development. This is to promote the product,
local product to meet the need of consumers nowadays.