The Influence of Corporate Image Perception on the Purchase Decision of CPAC Ready-Mixed Concrete in Surin Province
DOI:
https://doi.org/10.65205/jmsr.2026.e287628Keywords:
Corporate Image Perception, Purchase Decision, CPAC Ready-Mixed ConcreteAbstract
The objectives of this research were to: (1) examine the levels of corporate image perception and purchasing decisions regarding CPAC ready-mixed concrete in Surin Province, and (2) investigate the influence of corporate image perception on purchasing decisions regarding CPAC ready-mixed concrete in Surin Province. The sample consisted of 384 consumers and construction entrepreneurs in Surin Province who had experience purchasing or using CPAC ready-mixed concrete. The research instrument was a questionnaire. Data were analyzed using descriptive statistics, correlation analysis, and multiple regression analysis.
The results revealed that the overall level of corporate image perception was high (= 4.00, S.D. = 0.70). Among the dimensions, employee image received the highest mean score, followed by executive image and organizational culture image. The overall level of purchase decision regarding CPAC ready-mixed concrete was at the highest level (= 4.27, S.D. = 0.53). Most respondents reported purchasing CPAC ready-mixed concrete consistently, despite its higher price compared with competitors, and were willing to recommend the product to others.
The multiple regression analysis indicated that corporate image perception explained 50.71% of the variance in purchase decision (Adjusted R² = 0.5071). Employee image, facilities and equipment image, organizational culture image, and social image had significant positive effects on purchase decision. In contrast, operational image had a significant negative effect, whereas executive image, product and service image, and organizational atmosphere image did not significantly influence purchase decision. The findings provide practical implications for managers and ready-mixed concrete businesses in developing corporate image strategies to strengthen customer confidence, enhance purchase decisions, and improve long-term organizational competitiveness.
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