Thai pottery industry economic innovation on the edge pottery purchasing decision factors Dan Kwian pottery village - a case study (purchasing decision factors case study of Dan Kwian pottery village)

Thailand is well known for its floating markets and night markets in Bangkok and surrounding areas. It is lesser known for its pottery markets which include Jattuchak market (JJ market) and the most famous Dan Kwian pottery village on the outskirts Nakhon Ratchasima city, also known as Korat. This quantitative research project focused on the market visitors' perceptions and purchasing decision making in relation to pottery shopping at the Dan Kwian market. This destination shopping experience combines affordable prices with cultural tourism and economic development and entrepreneurship. This research project concentrated on the product characteristics and pricing of Thai pottery. With the main points to be researched being: does the product match the needs of the consumer?; what is the relationship between product and price?; as well as styles and form factors of the pottery products and the colour varieties of the pottery products. The main purpose of going to the pottery market was shopping for reasonable local products while supporting the local economy. The majority of the shoppers had a positive shopping experience and were happy with the quality and prices at the Dan Kwian pottery market. It is hoped to replicate this study at other pottery markets in Thailand and around the world.