Factors Influencing Buying Behavior and Buying Decision Process of Customers: An Examination on Relationship Using One-Way Analysis of Variance

Abstract

This research is aimed at examining the relationship between the factors influencing customer buying behavior and the buying decision process, which customer goes through before and after buying Thai herbal shampoo. Research data is collected from four hundred samples in Bangkok using self-administered questionnaires. The reliability of the questionnaires is tested by Cronbach’s Alpha, which results in 0.891 for buying behavior and 0.873 for buying decision process. Descriptive statistic is adopted along with one way analysis of variance. The research results show that the customer buying behavior is being influenced by the social and situational factors at a somewhat influential degree, while being influenced by marketing and psychological factors at a very influential degree. In testing hypotheses, it is found that the customers who are affected by factors influencing buying behavior at a different degree also implemented buying decision process at a different degree at a statistical level of 0.05.