Factors affecting the purchasing decision in baking equipment and motivation of households.

Abstract

These days, the number of households who participate baking at home is increasing because it has a several channel teach the processes. Especially, the online channel that it is free of charge and provide the proper baking steps for them. For these reason, they are the potential customers for the baking store. Understanding the motivation and factors affecting the purchasing decision are important to provide the benefit according to their need in order to improve the sale volume and expand the market. Therefore, this research aims to answer the question about the motivation and factors affect customers purchasing bakery equipment. The conceptual framework was used to explore the motivation; saving money, lifestyle choice, control over the procedure, a feeling of accomplishment, meeting the expectation of others, lack of trust in service providers and fear of doing a poor job. For the factor affecting purchasing decision, the research explored on the attributes; quality, price, designs, advertising, promotions, packaging, guarantee, the after-sale services, the sales person, store and brand. The qualitative research, which is the focus group, conducted with ten respondents who are bakers for non-commercial purpose. The respondents were requested to rate the attributes and illustrate the benefits that they looked for on each of attributes. It found that the motivation behind the activity was self-improvement, enhancing a good relationship with family and friend, meeting expectation of others and challenging ability. For factors affecting buying decision that relate to product attributes, the result from the questionnaire revealed that the respondents emphasized on the factors from the highest score to the lowest score which are quality, price, after sale service, sale promotion, product guarantee, store, brand, sales person, product design, advertising and packaging respectively. For the further study, it is advisable to explore by quantitative to explain in term of quantity and investigate the relationship of the attributes and demographic characteristic. Moreover, in this research, the author excluded the baking ingredients for home baking. Exploring on the factors that affect buying ingredients for household considers benefit the baking store that sell both equipment and ingredients.

KEY WORDS: Baking Equipment / Baking Activity / Product Attributes / Motivation