การรับรู้โฆษณาสินค้าและบริการผ่านสื่อสิ่งพิมพ์ใบปลิวที่มีผลต่อการตัดสินใจซื้อสินค้าและบริการของผู้บริโภคในจังหวัดกรุงเทพมหานคร

Abstract

         Consumers’ perception of products and services advertising through leaflets affecting their purchase decision in Bangkok’s research aimed to investigate the personal factors influencing consumers’ decision to purchase products and services through leaflets and to explore the perceptions of advertising media of products and services via leaflets influencing consumers' decision to purchase products and services in Bangkok. This research was quantitative research. Which were collected from 400 samples by using the questionnaire and Data were analyzed by statistical methods including frequency distribution, percentage, mean, standard deviation, multiple regression, t-test, and One-Way ANOVA. The study found the sample with different personal factors including age, educational level and residential characteristics had different decision to purchase products and services through leaflets of consumers  in Bangkok and In terms of perceptions of print media of products and services via leaflets, it was found that elements of leaflets and channel of receiving leaflets influenced the sample’s decision to purchase products and services in Bangkok with a statistical significance level of 0.05.