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Influencing factors on consumer repurchase decisions for crispy jackfruit: A case study of a community enterprise in Chonburi province, Thailand
(2026-03-01)
Jinakarn, W.
;
Suwanmaneepong, S.
;
Kerdsrisem, C.
The regression model was statistically significant (F = 23.625, p < 0.001) explaining 52.8% of the variance in repeat purchase decisions. Analysis found that two influencing factors that had a direct influence on repeat purchase intention: product (β = 0.333, p < 0.001) and price (β = 0.195, p = 0.024). The product was the most significant predictor. In contrast, demographic aspects and other marketing mix elements (place and promotion) did not present any significant relationship with repeat purchase behaviour. These results suggested that for the jackfruit community enterprise, preserving a competitive advantage is critical and the promotion of repeat purchases mainly relies on maintaining high standard of products and confidence in the perceived value at the price. There should be emphasized on these core components as part of marketing strategy as well as the use of distribution and promotional activities for new customer acquisition.
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Factors affecting purchase decisions for organic dried noodles of a community enterprise in Chachoengsao Province, Thailand
(2024-03-01)
Saengnang, B.
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Suwanmaneepong, S.
;
Llones, C.
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Puttongsiri, T.
;
Mankeb, P.
The findings demonstrated that the typical potential buyer of organic dried noodles was a female aged 40–50 with a propensity toward online purchases. Interestingly, the primary determinants influencing purchase decisions are found to be product attributes such as trusted quality certifications (e.g., the FDA seal), comprehensive product information detailing benefits or nutritional content, and the credibility and traceability of the brand. These insights offered valuable guidance for businesses, encouraging further development of marketing strategies and product offerings to align with evolving consumer preferences and demands.
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Effects of Marketing Mix Factors on Customer’s Decision to Purchase Community-Made Fermented Soil: A Survey in the Eastern Peri-Urban Area of Bangkok, Thailand
(2024-01-01)
Fakkhong, Sasima
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Suwanmaneepong, Suneeporn
;
Llones, Christopher
;
Cavite, Harry Jay
This study investigates the marketing mix factors affecting customers’ decision to purchase community-made fermented soil (CMFS). Data were collected in the eastern peri-urban area of Bangkok, Thailand, using survey questionnaires. A total of 202 customer respondents were chosen through purposive sampling. Two sampled groups of customers were identified, the first group (n = 53) includes customers who already purchased and used CMFS, while the second group (n = 149) includes those who intend to use CMFS in the future. The data were analyzed using descriptive statistics, and a binary logistic regression was employed to investigate the marketing mix factors affecting customers’ purchasing decisions. Customers who already purchased and used CMFS, the price factor was the most important among the marketing mix elements. While customers with future intentions to purchase CMFS, market promotion factors were the most important. The binary logistics regression results revealed that adequate nutrients for plant growth and the sales location increase the odds for customers to purchase community-made fermented soil. Moreover, a higher probability of purchase intention was observed among consumers with higher perceived health and environmental concerns. This implies the viability of CMFS as an alternative to chemical fertilizer and a viable additional income for farmers.
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Tourists' behavior and importance of marketing mix factors in decision to use community-based agritourism services under the new normal era in Rayong Province, Thailand
(2023-07-01)
Ngamchaleaw, B.
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Suwanmaneepong, S.
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Cavite, H. J.
;
Khermkhan, J.
The results showed that the majority of tourists visiting the site were female, between the ages of 20-30, single, and had completed a bachelor's degree. Most of the tourists were students and had a monthly income of at most 15,000 THB. In terms of agritourism behavior, the study found that most tourists visited the site during weekends and holidays for study tours before and during the COVID-19 pandemic. First-time visitors were prevalent, and most were influenced by friends and colleagues before the pandemic. During the pandemic, self-decision became the primary factor for traveling. Tourists preferred day trips to the Suan Yai Da agritourism site, with a majority intending to revisit the site. People's recommendations and Facebook fan pages were the top sources of information for tourists. Regarding the perception of marketing mix factors, tourists gave the highest importance to the awards received by the agritourism site as the best tourist attraction (= 4.25). This indicates that the reputation and recognition of the agritourism site play a significant role in attracting visitors. Other product factors that were highly rated included processed products available (= 4.20), lectures for agricultural knowledge (= 4.20), and the ability of tourists to visit all year round (= 4.14). In terms of price factors, tourists rated all of them as important, with mean ratings () ranging from 4.12 to 4.25. Overall, the study provides insights into the socio-demographic profile, agritourism behavior, and perceptions of marketing mix factors of tourists visiting the Suan Yai Da agritourism site. The findings can serve as a basis for agritourism service providers to improve their services and attract more tourists.
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Factors affecting business performance of thai restaurants in the United Kingdom: A structural equation model
(2020-01-01)
Supawan, Panadda
;
Deebhijarn, Samart
As Thailand fulfills its goal of becoming the “kitchen of the world,” it continually seeks to understand the various organizational issues surrounding the overseas operations of its Thai restaurants, for promotion and marketing purposes. This report discusses the data derived from a structural equation modeling of five factors—growth strategy, marketing mix, business characteristics, business norms, and business environment—in relation to the business performance of Thai restaurants in the United Kingdom (U.K.). Of the 1,600 Thai restaurants in the U.K., 300 were randomly sampled for the survey, from which either the restaurant owners or managers were interviewed using a self-accomplished questionnaire. Of the three predictors of business performance, marketing mix had the strongest effects, followed by growth strategy, and business characteristics. Of the three predictors of growth strategy and marketing mix, business norms and business characteristics were both dominant, followed by business environment. Overall, the structural equation model developed in this study had explained 64.8% of the business performance of Thai restaurants in the U.K. There is a need to re-examine the model factors in the context of industry-wide competition in order to understand the broader contexts of business performance.
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Skin whitening products purchasing intention analysis
(2014-03-19)
Suvattanadilok, Montajula
Skin whitening products have increasingly gained popularity in Asia especially among Thai consumers. This research investigated consumers' attitudes towards buying skin whitening products in Bangkok by employing a questionnaire as a research instrument. Copies of the questionnaire were distributed to and collected from a sampling population of 400 in Bangkok metropolitan area. Descriptive statistics and one-way analysis of variance (ANOVA) were utilized for data analysis. Our findings showed that consumers' buying intentions were affected by the following factors: brand association (quality according to the price, p = 0.018), reference group (printed advertisement, p = 0.026), retail outlet as a marketing mix (cosmetics shop with decoration, p = 0.030), pricing as a marketing mix (price as a factor to buy (p = 0.001), perception of skin whitening products as an expensive product (p = 0.000) and reasonable price to buy (p = 0.001)). Interestingly, promotional marketing and perceived quality as marketing mixes did not contribute to consumers' intention to buy skin whitening products. Towards the end of this study, a refined research model frame is offered and a discussion is provided. © 2014 Academic Journals Inc.

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