Authors : Yingluk Khemchotigoon and Sumeth Kaenmanee
Abstract: This research studied in the relationships of consumer animosity and marketing mix to perceived product quality, consumer satisfaction and purchase intention of consumer behavior of Laos consumers effect to Thai products. Data were collected from 1,690 Laos consumers in Thailand and Lao People’s Democratic Republic (Lao PDR) border trade via questionnaires. The structural equation modeling was used to analyzed the purchase intention model for Laos consumers. About 5 hypotheses were tested and confirmed by the data. Low level of consumer animosity will be positively related to perceived product quality. Resulting in the study suggest that Laos consumers will not reject Thai products because of history animosity towards Thailand which country of origin of products but also because its marketing strategy. Perceived product quality positively impact to consumer satisfaction, thus entrepreneur should make consumer’s perceived the better quality of products more than other products. And the study found that a positive relationship between consumer satisfaction and purchase intention in the future. Consumers who have high satisfaction will purchase products repeatedly and more frequently. The results of the study provide several theoretical and practical implications.
Yingluk Khemchotigoon and Sumeth Kaenmanee, 2015. The Relationship Between Consumer Animosity, Marketing Mix, Perceived Product Quality, Consumer Satisfaction and Intention to Purchase of Consumer Behavior. International Business Management, 9: 70-78.