Factors affecting the purchase decision’s behavior of products in Multi-Brand Store through Instagram of Generation Y Consumers
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Abstract
The objective of the research is to study the factors affecting the purchase decision of the Multi-Brand Store through Instagram of Generation Y Consumers. Data was collected using a Questionnaire via Google Form from the sample group which was 400 who follow the top 10 Multi-Brand Store Instagram in Thailand and have had experience with the purchase of products online or offline. The researcher chose the sample group by Convenience Sampling. Data were analyzed with 2 methods which are 1. Descriptive Statistics 2. Inferential Statistic. The findings revealed that the major factor affecting the purchase decision’s behavior of products in the Multi-Brand Store through Instagram is Product with the emphasis on the product’s quality and modernity. As for the reasons of the utilization that select to receive news media in 5 reasons affect too. After that almost Consumers bought a product through Line Official, the Frequency of buying products is 1-2 times per month, and the Mean of cost is lower than 1,000 baht per time. For the hypothesis testing in the differences of demography affecting the purchase decision’s behavior of products in Multi-Brand Store through Instagram of Gen Y Consumers found that the differences of sex, age, and occupation affecting the purchase decision’s of products. Next, the 4P’s Marketing Mix hypothesis testing found that the Price Factor made Gen Y Consumers buy products following by the desired price not aware of quality as other factors aren’t affect. Finally, the reasons for the utilization that are not affected.
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