Factors Affecting Purchase Towards Community Product of Consumers
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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.
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