MOTIVATION FACTORS INFLUENCING CONSUMERS' DECISION TO PURCHASE AGRICULTURAL PRODUCTS IN ARANYAPRATHET DISTRICT SA KAEO PROVINCE

Abstract

The objectives of this research were 1) To compare the characteristics of consumers with the buying decision of agricultural products of consumers in Aranyaprathet district Sa Kaeo Province 2) To study the motivating factors influenced buying decisions of agricultural products of consumers in Aranyaprathet District, Sa Kaeo Province. The respondent samples were consumers in Aranyaprathet district Sa Kaeo Province. Used a survey questionnaire as a tool for collecting data, statistics applied for data analysis like t-test, one-way ANOVA and multiple regression analysis. The results showed that 1) the difference gender of elderly consumers, education levels, marital statuses, occupations, there were difference decision to buy agricultural products. 2) the researcher defined Price incentive factor (X₂), location/distribution channel (X₃), marketing promotion (X₄), demand for agricultural products (X₆) influenced Consumers' decision to buy agricultural product and all 4 variables could jointly explain the variability in purchasing decision of agricultural products by 70.30 percent and the forecast equation can write in the form of Multiple regression model as follows:

Y ̂= 0.527+ 0.098X₂ + 0.114 X₃ + 0.075 X₄ + 0.586 X₆