อิทธิพลของการรับรู้ลักษณะเด่นของผลิตภัณฑ์เครื่องปรุงรสสำเร็จรูปต่อความตั้งใจซื้อของผู้บริโภคชาวไทย

Abstract

The Independent research aims to explore the factor that influencing perception of differentiation of Instant Seasoning Mix Products Towards the Purchase Intention Amongst Thai Consumers. With questionnaires as a tool to collect data, from a sample who have purchased and used of Instant Seasoning Mix Products. The statistics used in preliminary data analysis were percentage and mean. And the statistic used to measure the level of perceived outstanding characteristics and used in hypothesis testing at the statical level 0.05 were the factor analysis technique and the multiple regression analysis. The results showed that the majority of respondents were female, aged between 32-36 years old, single, with the highest level of education being a bachelor's degree, and an average monthly income of 10,001-20,000 baht. The Instant Seasoning Mix Products were used more than 3 times a week due to their convenience in cooking. Family and relatives have a significant influence on the Purchase Intention, and respondents often receive or follow the news through social media. With Factor Analysis, a total of 6 factors can be composed, but 2of them were deemed unsuitable for analysis. The researcher then ruled it out. Subsequently, Multiple Regression Analysis was employed to determine the relationship between factors influencing purchase intention, revealing that only the remaining 2 factors, namely “Price Characteristics Factors” “Product Characteristics and Main Benefit” have a significant influence on purchase intention.