CLASSIFICATION FACTORS OF BUYERS AND NON – BUYERS OF VIRGIN COCONUT OIL FOR HAIR TREATMENT OF 100 PAN-MAPHROA THAI COMMUNITY ENTERPRISE
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Abstract
The purposes of this research were (1) to analyze the factors that classify the consumer groups between buyers and non-buyers of virgin coconut oil for hair treatment of community enterprise 100 Pan-Maphrao Thai community enterprise and (2) to fnd the best factor that classify the consumer groups between buyers and non-buyers of virgin coconut oil for hair treatment of 100 Pan-Maphrao Thai community enterprise. The research population comprised consumers, aged 20 years or older, who had experience in decision making on purchasing the product from dealer shops in 2 districts, namely, Hua Hin and Bang Saphan Noi of Prachuap Khiri Khan province which consisted of (1) the Office of 100 Pan-Maphrao Thai Community Enterprise, (2) OTOP shops in Khao Pho community enterprise network, (3) dealer shops in Wang Klai Kangwon Industrial and Community Education College, and (4) shops establishing sales booths in Hua Hin Market Village. The questionnaires were used to gather data from a sample group of four hundred samples. The research data were statistically analyzed using the percentage, mean, standard deviation, and discriminant analysis.
The research fndings revealed that (1) variables included dummy female (D1), age (X1), dummy student (Occu1), dummy government offcer/dummy government employee (Occu2), dummy self-employed (Occu3), dummy company employee (Occu4), dummy state enterprise employee (Occu5), dummy employee (Occu6), income (X2), dummy single (Status1), dummy Married (Status2), dummy below undergraduate (Edu1), dummy undergraduate (Edu2), product(X3), price (X4), channel of distribution (X5), and promotion (X6) were factors that classifed theconsumer groups between buyers and non-buyers of virgin coconut oil for hair treatment of 100 Pan-Maphrao Thai community enterprise with statistically signifcant difference at the .05 level, and the Canonical Correlation coeffcient (Rc) equaled .506, Eigen Value (λ) equaled .344, Wilks’ Lambda (Λ) equaled .744, Chi-Square (χ2) equaled 115.321, and p-value equaled .000 and (2) The best factor that classify the consumer groups was dummy student (Occu1).
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