Factors affecting consumer's purchase decision towards bakery products at bakery shop in Chonburi province.

Abstract

The purpose of this study is to find out factors affecting consumer’s purchase decision towards bakery product at bakery shop in Chonburi province. Hypothesis were tested by conducted a quantitative research with 223 respondents who live and work in Chonburi. The findings of this research demonstrated that there are two main factors that significant which are promotion and physical evidence towards purchase decision of bakery products. The result of research lead to several recommendations to the bakery shop owner and relevant businesses in Chonburi to develop the strategy to suit with consumers preferences, and their purchase decision to run the business more efficient and effectively.