Factors Influencing the Purchase Decision: Case Study Handicraft Textile Products in Amphoe Mueang, Chiang Mai Province

Abstract

A study research about factors influencing the purchase decision: case study handicraft textile products in Amphoe Mueang, Chiang Mai province. The representative samples selected were 400 people who had purchased Handicraft textile products in Chiang Mai. Descriptive statistics include: frequencies and percent, averages (means, medians, and/or ranges), and standard deviations for continuous data were employed as the means of data analysis. Inferential statistics, Pearson's product moment correlation coefficient, and multiple regression analysis were used in order to create a prediction equation of customers' purchase decision.

The participants consisted of the higher ratio of female over male, aged between 26 to 30, working for both public and private sector, a bachelor degree, earning the average monthly income at 10,001-20,000 Thai baht. According to the above general information, the overall results have shown that the influencing customers' purchase decision the Integrated Marketing Communication (IMC) the marketing mix factors the factor of perception of image towards Handicraft textile products presents and the factors influencing purchase decision in Handicraft textile products This influences the purchasing decision results high level. The researcher has analyzed the three independent variables (X) and one dependent variable which are the mean value of Integrated Marketing Communication factor (X1), the mean value of marketing mix factors (X2), the mean value of the factor of perception (X3), and purchase decision towards Handicraft textile products (Y) as the dependent variable. This multiple regression analysis, the prediction equation can be created as Y = 0. 683 + 0.564 X1 + 0.398 X2 + 0.262 X3 This equation can predict (R2) at 61.10 percent. According to the prediction equation, the most influential factor is ICM , marketing mix factors, and factor of perception of image respectively.