FACTORS AFFECTING CONSUMER’S DECISION MAKING ON HONEY PURCHASING IN BANGKOK

Abstract

This study attempts to investigate factors affecting consumer’s decision making on honey purchasing in Bangkok. Purchase intention depicts the impression of customer retention. There are certain functions of the brand, which have a strong influence on the customer's purchase intention, such as quality of product, medical values, country of origin and authenticity. This study will show the purchase behavior of the customers and factors that the general public is attracted to make purchases of the honey and also reveal the important aspects which are quite necessary to capture the purchase intention of the customers. The method used is the quantitative method with a sample of 254 people. The data analysis used in this study is factor analysis. In this study, we found that the quality of the product is the only factor that influences the purchase intention of customers. This research helps to categories among these aspects which factor significantly affect the purchase intention of the honey. In this era where penetration in the market in competitors' presence is very challenging, it is essential to determine the consumer requirements' exact features. It will help the marketers to focus on the features of the product that are significant and positively correlated with the purchase intentions of the customers.