PRODUCT IMAGE INFLUENCE OF THAILAND JEWELRY ENTERPRISES ON EXPATRIATE’S PURCHASE INTENTION ON GOLD JEWELRY IN THAILAND

Abstract

Thailand has been a center for gems and jewelry for centuries. The numbers of SMEs in Thailand contribute significantly to the gems and jewelry market. The goals of this research is to study the importance of Thailand’s small and medium gem and jewelry market as one of Asia’s major hub for production and international sales, and how it affects ASEAN and international market. As the sampling procedure, convenience and purposive are used; a sample of 200 expatriates in Bangkok jewelry shops were selected. Moreover, Pearson correlation is used as the statistical test to examine the relationship between variables. Results show that the relationship between variables is significant with low and medium positive correlation.