PURCHASING DECISION PROCESS AND SATISFACTION OF CONSUMERS TO CONSUMING BAKERY SUPAMAS BRAND IN THE CHUMPHON PROVINCE

Abstract

The purpose of this research is to study the brand equity, motivation and exposure behavior influencing the purchasing decision process and satisfaction of consumers to consuming bakery brand Supamas in Chumphon province. The samples in this research consisted of 400 people. The data were analyzed by percentage, mean and standard deviation. The multiple regression analysis. The results of this research were as follows: 

1. The majority of respondents were female, aged between 18- 25, single, held a Bachelor’s degree, with an average income of 8,001 to 15,000 Baht and self-employed or business owners. 


2. The majority of consumers had opinion towards overall brand equity, motivation, purchasing decision process and satisfaction at good level, and overall exposure behavior at very good level.


3. The brand equity including brand awareness, perceived quality, brand associations, and brand loyalty have low positively correlated with purchasing decision process and satisfaction at 0.01 statistically significant levels.


4. The motivation including rational and emotional have low positively correlated with purchasing decision process and satisfaction at 0.01 statistically significant levels.


5. The exposure behavior including frequency of sightings, interest in products, and product recognition have low positively correlated with purchasing decision process and satisfaction, except for places to see did not influence purchasing decision process and satisfaction at 0.01 statistically significant levels.


6. 6. The purchasing decision process including decision-making have low positively correlated with satisfaction at 0.01 statistically significant levels.