อิทธิพลของการรับรู้ลักษณะเด่น น้ำดื่มบรรจุขวดตราโพลา ต่อความตั้งใจซื้อของผู้บริโภคในอำเภอเมืองเชียงใหม่

Abstract

The objective of this study was to examine the influence of perceived distinctive characteristics of Pola Bottled Drinking Water towards the customer purchase intention which is a case study of 300 Mueang Chiang Mai District customers. The methods we use in the study are Quota Sampling and convenient method (Convenience Sampling) by opening a table that is normally used in the case that the exact population is unknown when selecting the population of the study case. Determined from stores which has both large and medium-sized stores. The number of purchased customer were divided into ratios according to customer information from data storage locations: Warorot Market 150 customers, Muang Mai Market 50 customers, Sam Yaek Market 50 customers and Jed Yod Plaza 50 customers. The tools used for data collection were questionnaires. Data were analyzed using descriptive statistics consisting of frequency, percentage, mean, and standard deviation (S.D.). The statistics method to measure the distinctive characteristics levels was the Kaiser-Meyer-Olkin’s (KMOs) analysis and Bartlett’s Test. The significance level for hypothesis testing was 0.5, using factor analysis and regression analysis. The results of the survey are found that most of the consumers are female, over 50 years of age, education level is lower than a bachelor's degree, self-employed/freelance. Average monthly income is in the range of 10,001-20,000 baht. The frequency of Pola bottled drinking water 4-5 times a week. Purchase products from general convenience stores. The reason for choosing to buy is choose from the price. The size of the bottle to be purchased is 600 milliliters. The person who influences the purchase decision is himself. The most common source of purchasing decisions comes from referrals from retailers. The most convenient way to pay is cash. And know Pola bottled drinking water from the shelf/refrigerator inside the store. The opinion toward customer purchase intention for Pola bottled drinking water among Mueang Chiang Mai district consumers. The study found that consumers who wants to buy bottled water they would buy Pola bottled drinking water products. Also when they think of buying some drinking water ,they would like to buy Pola bottled drinking water products. In the future, if needed to buy drinking water they would as well buy Pola bottled drinking water products. When thinking about drinking water in general, they would think of Pola bottled drinking water and would recommend others to buy Pola bottled drinking water products. Perception of Pola bottled drinking water marketing mix factors of consumers in Mueang Chiang Mai district are Price Factors, Product Factors, Marketing Promotion Factors and Distribution Channel Factors.