Factors Affecting Decision Making of Using Pawnshop in Bangkok

Abstract

This study aims to (1) examine the behavior of using pawnshop services in Bangkok and (2) investigate the factors influencing the decision to use such services. The study employed a quantitative research method, with data collected from 400 pawnshop users in Bangkok via questionnaires. The analysis was based on demographic factors and the marketing mix, utilizing descriptive statistics and the Chi-square test. The results indicate that promotional interest rate discounts were the primary motivation for using pawnshop services. The main reasons for seeking these services were for consumption and to improve financial liquidity. The study also found that most users were self-employed, typically pawned valuable items such as gold, and used the service approximately once a month. Regarding the factors influencing decision-making, demographic factors such as age, education level, marital status, occupation, and average monthly income were significantly associated with consumer behavior. Additionally, influence from reference groups was found to be a significant factor. Among the marketing mix factors, only promotions had a significant influence, while loan amount, interest rate, and location did not show a significant relationship.