Özet:

The purposes of this study were to study consumer behavior in purchasing decision to consume products and services of Dan Singkhon community to support foreign tourists in Prachuap Khiri Khan Province, and to study the relationship between consumer behavior in purchasing decision to consume products and services of Dan Singkhon community to support foreign tourists in Prachuap Khiri Khan Province. The research samples were 400 consumers who bought products from Dan Singkhon community in Prachuap Khiri Khan province. The research instrument was a questionnaire. Statistics used in data analysis were frequency, percentage, mean, standard deviation and Chi-square test. The findings presented as follows: 1) the majority of consumers’ reasons to purchase products and services was souvenirs. Most of them bought products and services from a Thai shop in the community with approximate expense per time was 1,001-1,500 baht. Information distributed from friends, relatives and acquaintances; 2) The results of the correlation test showed that the consumer behavior in purchasing decision to consume products and services was related to following factors the product purchase decision process of Dan Singkhon community; perceiving needs and problems; information searching; and after purchasing behavior with statistically significant at 0.05 level.

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