The Investigation of Customer Purchasing Decision of Herbal OTOP Products
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บทคัดย่อ
At present, to support OTOP products, especially herbal products, many factors affect the decision of purchasing herbal OTOP products should be considered. The study aimed to study the factors affecting the purchasing decision of herbal OTOP products of customers in Maha Sarakham Province. The participants were 176 customers living in Maha Sarakham Province. The research instrument used in this study was the questionnaire adapted from Pranee and Papapankaid (2017). The validity and reliability of the questionnaire were also checked. The data were statistically analyzed into the percentage, the mean, and the standard deviation. The result of the study revealed the factors towards the purchasing decision of herbal OTOP products. In addition, the results related to product, price, distribution channel, and promotion were presented.
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