Influencing factors on consumer repurchase decisions for crispy jackfruit: A case study of a community enterprise in Chonburi province, Thailand

Abstract

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.