INFLUENTIAL FACTORS AFFECTING CONSUMERS’ DECISIONS TO PURCHASE GOODS FORM VENDING MACHINES IN BANGKOK

Abstract

      This research aimed to study influential factors affecting consumers’ decisions to purchase goods from vending machines in Bangkok. It collected data from 400 consumers who purchased goods from vending machines using a questionnaire as its research instrument. The data was analyzed using descriptive analysis including percentage, means and standard deviation while the t-test, f-test, Pearson’s product moment correlation coefficient and multiple regression analysis were used to conduct hypothesis testing.

            The findings indicated that the respondents of the questionnaire were mostly single females aged 39-45 years. Their education level was the bachelor’s degree level. They were office workers with an income of 20,001-30,000 baht per month. Hypothesis testing revealed that personal factors including gender, occupation and income influenced the consumers’ decisions to purchase goods from vending machines in Bangkok. As for the marketing mix, the factors that influenced the consumers’ decisions to buy goods from vending machines in Bangkok included products (0.000***), channels of distribution (0.003**), physical appearances (0.000***) and processes (0.041*) at the significance level of 0.05 and with the beta coefficient at 60.70 percent