THE STUDY OF CONSUMER'S DEMAND AND FACTORS THAT AFFECT THE CONSUMER'S DECISION CHILLI PRODUCT IN THE NORTHEASTERN OF THAILAND
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Abstract
The purposes of this research were to study consumer’s demand and factors affecting the chilli processed products purchasing decision of customers in the Upper North-Eastern Region. The samples of this research were 1,000 people in Upper North-Eastern who were over 15 years old, lived in the Upper North-Eastern Region and used to eat and buy chilli processed products. A questionnaire was used as the data collecting instrument. Descriptive statistics and inferential statistics were used to analyze data. The results of this research revealed that the samples were 505 females and 495 males, age between 46-55 years old, with bachelor’s degree or equivalent, with monthly income between 20,001-30,000 baht. Most of the samples used to buy chilli paste. The frequency of chilli processed products purchasing was eight times per month and the purchasing amount each time was under 20 baht. Most of samples wanted to buy very spicy chilli paste and the purchasing amount was under 20 baht per time. All factors influencing decision to purchase chilli processed products were rated at the high level, with the factor of price receiving the top rating mean, followed by the factors of product, place, and marketing promotion, respectively. The results of hypothesis testing revealed that different chilli processed products purchasing demands affected the purchasing decision differently at the .05 level of statistical significance.
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