Factors Influencing the Decision to Buy Products from Kaew Chao Chom Bakery of Suan Sunandha Rajabhat University

Abstract

The objectives of this research were to 1) study the level of factors influencing the decision to buy products from the Kaew Chao Chom bakery of Suan Sunandha Rajabhat University and 2) to compare factors influencing the decision to buy classified by demographic factors and consumer behavior. The research conducts by quantitative analysis. The sample consisted of 400 consumers buying products from the Kaew Chao Chom bakery of Suan Sunandha Rajabhat University. Data were collected using questionnaires. The statistics used for analysis were mean, standard deviation, t-test, and One-Way ANOVA.

The results of the research showed that 1) Factors that influence the decision to buy products in general at the highest level. Furthermore, when considering each factor, including marketing promotion product and price, found that it has the highest opinion level. 2) Customers with different demographic characteristics and consumer behavior factored in influencing the decision to buy products differently with statistical significance at the level of .05.