Factors Affecting The Purchasing Decision of Fried Food Franchise Business

Abstract

This study aims to examine the opinions regarding the purchasing decision of fried food franchise business as well as the factors affecting the purchasing decision of fried food franchise business. Primary data collected from 400 questionnaires was analyzed using logistic model. The result shows that: the majority of survey respondents were male; respondents were aged 18-24 years; respondents had education levels below a bachelor's degree; respondents were engaged in self-employment or trade, and the average monthly income of respondents was less than 15,000 baht. Among the investment factors, most respondents emphasize the popularity of the brand. The most importance factors among the marketing mix factors is physical characteristics. According to the logit model, empirical results show that being government and state enterprise employees reduce the likelihood of purchasing a fried franchise business by 18.8% compared with being students. On the other hand, those in other professions had a 58.4% lower likelihood compared with being students. Trustworthiness significantly increased the likelihood of decision-making by 9.6%, while product-related factors decreased the likelihood by 13.3%. Physical appearance factors increased the likelihood by 9.4%, all of which were statistically significant at the 0.05 significance level.