Brand Factors Influencing Repurchase Intention by Analyzing the Value Chain of Processed Fruit Products in The Eastern Region: Durian Case Study

Abstract

The purpose of the study was 1) to study the value chain of processed fruit business; 2) to study the perceptions of tourists affecting their attitudes towards purchasing processed fruit products; 3) to study the factors influencing the intention to repeat purchase processed fruit products of Thai tourists. This study used the Convergent Parallel Mixed Methods Design, namely: 1) Qualitative Research, collecting data with an in-depth interview by selecting specific key informants, namely: agricultural academics, brand builders, successful and unsuccessful branded farmers, 20 non-branded farmers in 3 provinces, namely: Rayong, Chanthaburi, and Trat; 2) Quantitative Research, collecting data by using questionnaires. A multi-stage random sampling method was used for 400 students, aged 18-25 years at Burapha University. The descriptive data analysis methods were used, i.e. mean, percentage, standard deviation, and inferential statistical analysis. Multiple relationships were analyzed by testing hypothesis using multiple linear regression equations. The statistical significance was determined at the .05 level. It was concluded that the four factors affecting brand awareness were trust, brand identity, brand image, and brand preference, having a positive influence on repurchase intention. 1) to study the value chain of processed fruit business; 2) to study the perceptions of tourists affecting their attitudes towards purchasing processed fruit products; 3) to study the factors influencing the intention to repeat purchase processed fruit products of Thai tourists. This study used the Convergent Parallel Mixed Methods Design, namely: 1) Qualitative Research, collecting data with an in-depth interview by selecting specific key informants, namely: agricultural academics, brand builders, successful and unsuccessful branded farmers, 20 non-branded farmers in 3 provinces, namely: Rayong, Chanthaburi, and Trat; 2) Quantitative Research, collecting data by using questionnaires. A multi-stage random sampling method was used for 400 students, aged 18-25 years at Burapha University. The descriptive data analysis methods were used, i.e. mean, percentage, standard deviation, and inferential statistical analysis. Multiple relationships were analyzed by testing hypothesis using multiple linear regression equations. The statistical significance was determined at the .05 level. It was concluded that the four factors affecting brand awareness were trust, brand identity, brand image, and brand preference, having a positive influence on repurchase intention.