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Factors Affecting Consumers' Decision Making and Behavior on PurchasingHouse Brand Products of Siam Makro Public Company Limitedin Prachuap Khiri Khan Province |
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| รหัสดีโอไอ | |
| Creator | Sasiprapa Boonyarasri |
| Title | Factors Affecting Consumers' Decision Making and Behavior on PurchasingHouse Brand Products of Siam Makro Public Company Limitedin Prachuap Khiri Khan Province |
| Publisher | Faculty of Management Science Nakhon Pathom Rajabhat University |
| Publication Year | 2560 |
| Journal Title | Journal of Management Science Nakhon Pathom Rajabhat University |
| Journal Vol. | 4 |
| Journal No. | 2 |
| Page no. | 113-124 |
| Keyword | consumers' decision making, behavior on purchasing, house brand products |
| URL Website | https://so03.tci-thaijo.org/index.php/JMSNPRU/issue/view/11566 |
| Website title | https://so03.tci-thaijo.org/index.php/JMSNPRU/index |
| ISSN | 2392-5817 |
| Abstract | This research aimed 1) to study consumer behavior on purchasing House brand products of Siam Makro Company Limited (Public), 2) to study consumer's decision making on purchasing house brand products of Siam Makro Company Limited. (Public), 3) to compare factors affecting consumers decision making and behavior on purchasing House brand products of Siam Makro Public Company Limited in Prachuap Khiri Khan Province classified by business types and 4) to study a relationship between the factors affecting consumers' decision making and the consumer behavior on factors affecting consumers' decision making and behavior on purchasing House brand products of Siam Makro Public Company Limited in Prachuap Khiri Khan Province. The samples were 387 members of Siam Makro Public Company Limited in Prachuap Khiri Khan Province , derived by convenience sampling. Rating Scale based Questionnaire was used as a data collection tool. The statistics used for data analysis were frequency percentage, mean, standard deviation, t-test, one-way ANOVA, and chi-square test. The research findings can be summarized as follows 1) According to the consumer behavior most consumers operate retail business (33.59%), purchase dry food (42.90%), purchase during 16.00 - 19.00 O'clock (30.75%), purchase of the selected products were dry food Siam Makro due to providing a wide range of products (19.38%), purchase at Hua Hin branch (38.50%), decide to purchase by the business owner (40.31%), and compare brand before purchasing (34.88%). 2) In overall, factors affecting consumers' decision making on purchasing house brand products of Siam Makro Public Company Limited in Prachuap Khiri Khan Province is in hight level. When it comes to an individual component, problem recognition comes first, followed by purchase decision, post- purchase evaluation, evaluation behavior and information search, respectively. 3) Referring to the comparison, consumers who have difference in business form of establishment, business type business operation period, and business location differently view the factors affecting consumers' decision making on purchasing house brand products of Siam Makro Public Company Limited at 0.05 statistically significant level. 4) The factors affecting consumers' decision making on purchasing house brand products of Siam Makro Public Company Limited in Prachuap Khiri Khan province are related to the consumer behavior at the 0.05 statistically significant level. |
