Analysis of Consumer Intention to Purchase Sacred Lotus Flowers for Decoration in Khon Kaen Province

Abstract

       The purpose of this article was to analysis consumer intention to purchase sacred lotus flowers
for decoration in Khon Kaen province. Data were collected by purposive sampling and by questionnaire.
These instruments were used to interview consumers that bought flowers for decoration in Muang district,
Khon Kaen province. A total of 381 samples were collected. The statistical parameters for data analysis were frequency, percentage, and Chi-Square test. The results showed that the consumers who bought flowers in
Khon Kaen province were mostly female, with 33 years old on average. They had an educational level lower than bachelor’s degree, single, with an average personal income of 15,359.68 baht per month, and had an average household income of 43,270.37 baht per month. The analysis of the consumer behavior of those who bought flowers revealed that the flower most frequently bought was the sacred lotus. The purpose of purchasing was to use the flower for making merit and paying respect to the Buddha. Consumer attitude towards the use of the sacred lotus for decoration was positive. The consumer acceptance of the use of this flower for decoration was moderate. In addition, it was found that the attitudes that significantly related with consumer intention to purchase sacred lotus flowers for decoration were to do with the colorful nature of the flowers and their suitability for use as decorations in various places and on various occasions, their suitability for use in the wedding ceremony which they felt expressed the Thai identity, their ability to create new and exciting sensations, and their ability to capture and express
an overall sense of ‘Thai- ness’. Furthermore, it was found that consumer intention to purchase sacred lotus flowers for decoration correlated with their use as decorations for coffin casket fronts, wreaths, water-pouring trays, backgrounds, and houses and offices.