Factors Affecting Consumer Purchasing Decision of Frozen Roti from Muslim Halal food legend of Talad Keaw Villege Community Enterprise

Abstract

The objectives of this research are 1) to study the marketing mix factors and the purchase decision of frozen roti from community enterprise of Muslim food legend Ban Talad Kaew, 2) to compare the differences of factors affecting purchasing decisions; and 3) to study factors affecting
purchasing decisions. The exact number of the population is unknown, therefore, Cochran random sampling was used for 400 people. The tools used were questionnaires. Data collection by random chance in Nonthaburi province. Data analysis by mean, standard deviation, T-test, covariance
analysis regression analysis and pairwise comparison of LSD method.

The results were found that 1) the opinions on the overall marketing mix factors were at a high level, when considering each factor, it was found that the opinions on product factor were at the highest level, followed by price, marketing promotion, and distribution channel factors with
opinions at a high level respectively. The overall opinions on purchase decision of consumers were at a high level, when considering each aspect, it was found that the opinions on awareness of problem, information search, alternative assessment, post-purchase behavior and decision were
at a high level respectively, 2) the difference analysis found that sex and age were not different, postgraduate degree more than bachelor’s degree, occupation employees in private companies/organizations more than students, monthly income over 30,000 baht/month more than 10,001-20,000 baht/month; and 3) the analysis of factors affecting the purchase decision found that the product more than marketing promotion, distribution location and price.