FACTORS INFLUENCING CONSUMERS' PURCHASE DECISIONS OF PROCESSED AGRICULTURAL PRODUCTS IN MUEAN, KANCHANABURI PROVINCE
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Abstract
Introduction: Agriculture is a fundamental pillar of Thailand’s economy, contributing to income generation, employment, and improvements in people’s quality of life. This is particularly important at the community and local levels, where diverse agricultural products provide essential raw materials for the food and processing industries. Objectives: This study aimed to: (1) examine the demographic characteristics influencing consumers’ purchasing decision behavior regarding processed agricultural products; and (2) analyze the relationship between marketing-mix factors (7Ps) and consumers’ purchasing decision behavior in Mueang District, Kanchanaburi Province. Method: This quantitative study collected data in 2023 from 400 respondents using convenience sampling. The research instrument was a questionnaire that had been assessed for content validity and demonstrated a reliability coefficient of 0.925. Data were analyzed using descriptive statistics and multiple regression analysis. Result: Most respondents were female, aged 21–30 years, held a bachelor’s degree, worked in the private sector, and had a monthly income of 10,001–20,000 baht. Consumers commonly purchased food-based processed agricultural products from souvenir shops one to three times per month and primarily obtained information through online media. Among marketing factors, product was rated as the most important, followed by price and distribution channels. Multiple regression analysis indicated that product, distribution channels, process, and physical evidence had statistically significant effects on purchasing decision behavior (p < .05), jointly explaining 43.7% of its variance. Conclusion: Marketing strategies should focus on improving product quality, enhancing the efficiency of distribution channels, and designing consumer experiences across both offline and online channels to strengthen the competitiveness of processed agricultural products in the digital economy.
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