Factors Affecting the Selection of Thai Dessert Products in the Sam Chuk Hundred Years Market Suphanburi ปัจจัยที่มีผลต่อการตัดสินใจซื้อขนมไทยในตลาดสามชุกร้อยปี จังหวัดสุพรรณบุรี

Abstract

The purposes of this research are (1) to study attitudes and marketing factors influencing the decision to purchase Thai desserts; (2) to compare demographic characteristics with the decision to buy Thai desserts  (3) to study the factors affecting the decision to purchase Thai desserts in Sam Chuk Market. Suphanburi Province. This research is quantitative research using a questionnaire to collect data from a sample group of tourists in the Sam Chuk Hundred Years Market, Suphanburi Province. The sample calculation was used with the G*power program and multi-stage sampling with a total of 74 people. Statistics used in the research included mean (), standard deviation (S.D.), one-way analysis of variance (One-way). ANOVA) and multiple regression analysis (Multiple Regression).

The study's findings indicated that (1) consumers' attitudes regarding Thai desserts were at a high level (=4.40), marketing variables were at a high level (=4.27), and consumers' decisions to buy Thai desserts was also at a high level (=4.21). (2) The characteristics of the population, including age, income, and education were influencing decisions to purchase Thai desserts that statistically significant at the level of .05. The decision to buy Thai sweets in Sam Chuk Hundred Years Market, Suphanburi Province were not influenced by gender. At the level of 0.5, product, location, and promotional factors all had an impact on the decision to purchase Thai desserts in Sam Chuk Hundred Years Market, Suphanburi Province.