The Decision Making Process of Jewelry Buyers in Thailand

This survey research aims to study the decision making process of jewelry buyers, both Thai and foreign customers in Thailand. The samples include 2,504 Thai and 804 foreign customers around the country. The collected data was analyzed by using both descriptive and inferential statistics. The study indicates the level of knowledge, understanding, and attitude towards Thai gems of buyers, and also compare the decision making process between local customers and foreign customers.