Factors Affecting Purchasing Decision on Handwoven Cotton Processing Products in Muang District Chiang Rai Province

Abstract

This research aims to study the factors affecting the consumer decision to purchase organic vegetables in Phayao province agricultural market, to study the consumer decision to purchase organic vegetables, to compare the factors affecting the consumer decision with personal demographic, and to find the correlation between the factors of marketing mix with consumers purchasing decision on organic vegetables. The samplings were 380 consumers who bought organic vegetables. The questionnaire was used to collect data. The statistics used for data analysis were Percentage, Mean, and Standard deviation, T-test, One-way ANOVA (F-test) and Chi-Square.

The research results were found that the factors affecting the consumer decision to purchase organic vegetables in Agricultural market Phayao province in overall factor was high level, considering each factor, Product factor was the highest level, secondary, Price, Distribution channels were high level, Marketing promotion was moderate level. The objective and influence in purchasing decisions were family and for bursting with health. The results of the comparison of factors affecting consumers purchasing decisions on organic vegetables in Phayao province agricultural market classified by age, education level, occupation, and income were significant differences at a 0.05 confidence level. Furthermore, the correlation between the factors of marketing mix with consumer's purchasing decision on organic vegetables was significantly different at a 0.05 confidence level.