Factors Affecting Purchase Towards Community Product of Consumers

Main Article Content

เกศทิพย์ กรี่เงิน Katethip Kringern
สมภพ สุวรรณรัฐ Sompop Suwannarat
สุวรรณา นาควิบูลย์วงศ์

Abstract

This survey research aimed to study buying behavior of the consumers towards community product and to study factors affecting consumer purchase of community product. Questionnaire was used to collect data from 391 persons who were bought the community products at a trade show at IMPACT Challenger, Nonthaburi province.  Analysis of data were performed with statistical software and expressed in the basic statistics. Hypothesis testing were done by t-test, One-way ANOVA, Chi-square and Multiple Linear Regression. 


The study showed that the majority were female, marital status, aged between 41-50 years,  education level bachelor degree, career of government official, income 20,001 Baht per month or more, causes to buy community products in three orders are as follows; Thai woven conservation, supports OTOP products and as a gift on various occasions. The amount of purchase of 1,000-3,000 Baht.


Purchase factors sort from the high mean are as follows; production (4.39), product (4.36), product development (4.19), packaging (4.05), quality (4.01) and sales (3.81).


The hypothesis testing results found that the relationship between personal factors and buying behavior towards community product by Chi-Square was found the gender factor not related to buying behavior but personal factors of status, age, education level, career and income per month related to buying behavior were significant at 0.05 level.


The factors predicting relationship between bought and purchase factors were distribution factor, package factor and quality factor at high level (r = 0.767) and describe variability of bought 58.90 percentage.

Article Details

How to Cite
Katethip Kringern เ. ก., Sompop Suwannarat ส. ส., & นาควิบูลย์วงศ์ ส. (2018). Factors Affecting Purchase Towards Community Product of Consumers. Dusit Thani College Journal, 12(1), 183–198. Retrieved from https://so01.tci-thaijo.org/index.php/journaldtc/article/view/118111
Section
Academic Article

References

Chiarakul, Tanyamai. (2015). The Problems and the Adaptation of OTOP to AEC.
Executive Journal, 34 (1), 177-191.
Chokbandansuk, Wanna., Anuloke, Kunlaya., and Thongprayoon, Woraluk. (2015).
Competitive Strategy Development Based on Creative Economy for Tai-Yuan
Locally Woven Cloth in Ratchaburi Province. SDU Research Journal Sciences
and Technology, 11 (1), 17-32.
Cochran, W. G. (1977). Sampling Techniques. 3rd ed.. New York: John Wiley & Sons.
Group of Statistics for National Administrative Division 2, Public Opinion Statistics Bureau,
National Statistical Office. (2011). Report of People’s Opinions of OTOP
Product 2011. National Statistical Office.
Kasornbour, Thichakorn. (2013). Development of OTOP Products (One Tambon One
Product: OTOP) for the Export Market in ASEAN. Humanities and Social
Sciences Journal, 30 (2), 155-174.
Muangson, Kanyakan. and Kovathanakul, Donruetai. (2014). Local Textile Products
Marketing Development for the Community Malls Distribution on the East-
West Economic Corridor. Journal of Thai Hospitality and Tourism, 9 (2), 31-44.
Pengchai, Teerayut. (2010). Adding Values to 3-star OTOP Products through Package Development in Udon Thani, Nong Khai and Nong Bua Lam Phu. Area Based Development Research Journal, 2 (4), 61-71.
Preedakhon, Panarach. (2006). “Evaluation of Succesess in Outcomes and Ultimate Goals
Of The Otop Project In The Central Region.” University of the Thai Chamber of Commerce 27 (2): 73-87.
Rungruangphon, Witawat. (2009). Principles of Marketing. Bangkok: MisterKopy (Thailand) Co., Ltd.
Santiwong, Thongchai. (2003). Consumer Behavior in Marketing. Bangkok: Prachoomchang Ltd.
Suisena, Pattamporn. (2002). Behavior of Thai tourists in purchasing Thai silk products
in Tambon Nakha; Amphoe Mueang Udon Thani. Master of Business
Administration Program in Agro-Industry Management. Chiang Mai University.
The Community Development Department. (2015). Manual for New OTOP Entrepreneurs
2015. Ministry of Interior.
Wardoyo, H. (2016). Promoting Local Products through One Village One Product and
Customer Satisfaction. World Academy of Science, Engineering and Technology
International Journal of Economics and Management Engineering, 3 (3), 989-992.