FACTOPS AFFECTING CONSUMER’S BUYING DECISIONS FOR RICEBERRY GERM POWDER

Main Article Content

Anopama Pimpanuwat
Wilasinee Yonwikai

Abstract

This research study Objectives were 1) study the purchasing decision of riceberry germ powder classified by personal information 2) study the product factors affecting the purchasing decision of riceberry powder 3) study Consumer Behavior of Rice Berry Powder 4) study the relationship between consumer behavior and purchasing decision of Riceberry Powder. The sample  for this research are 400 consumers of riceberry germ powder using questionnaires as a tool for data collection. The data were analyzed by descriptive statistics for Frequency, Percentage, Mean and Standard Deviation, and hypothesis testing was performed using Independent t-test, One-way ANOVA, and Multiple Regression Analysis.  


The hypothesis testing revealed that the consumers of riceberry germ powder had different sex and marital status. The overall decision is made to buy riceberry germ powder. No different While the consumers of riceberry germ powder with the highest education level, occupation, monthly income Different. There are different overall decisions about purchasing riceberry germ powder. For product factor of riceberry germ powder It affected the decision to buy rice berry germ powder, it was found that there were 3 factors: Product value And safety Affect the decision to buy rice berry germ powder. While the product factor Product quality Physical characteristics of products and services It did not affect the purchasing decision of riceberry germ powder and consumer behavioral factors. 1) Different Types of Riceberry Germ Powder There will be a decision to buy riceberry germ powder. Overall and aspects were different except for the perceived needs. 2) The purchase objectives of consumers are different. There will be a decision to buy a powdered riceberry germ product. Overall and each side no different 3) The reasons for the purchase of consumers are different. There will be a decision to buy a powdered riceberry germ product. Overall and each side not any different, except in the search field. 4) Influencers are different There will be a decision to buy a powdered riceberry germ product. Overall and each side Not different except for the perceived need. 5) Different dates and times of purchase There will be a decision to buy a powdered riceberry germ product. Overall and each side is different. 6) Different places to buy. There will be a decision to buy a powdered riceberry germ product. Overall and each side not different except for the perceived need. 7) The sources of information before making a purchase differ. There will be a decision to buy a powdered riceberry germ product. Overall and each aspect is different. 8) The frequency of purchase is different. There will be a decision to buy a powdered riceberry germ product. Overall and each side not different  9) The cost of the purchase is different. There will be a decision to buy a powdered riceberry germ product. Overall and each aspect is different.

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How to Cite
Pimpanuwat, A. ., & Yonwikai , W. . . (2021). FACTOPS AFFECTING CONSUMER’S BUYING DECISIONS FOR RICEBERRY GERM POWDER. Dusit Thani College Journal, 15(1), 253–267. Retrieved from https://so01.tci-thaijo.org/index.php/journaldtc/article/view/247445
Section
Research Article

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